The latest in:
IAB Tech Lab Forms Addressable Group
A new collective that’ll lead the development of technology frameworks, technical standards and market strategy to make every TV environment addressable was formed by IAB Tech Lab. It’s called the Advanced TV Commit Group, which hopes to increase interoperability and standardization across TV.
Marketers Turning to ABB
As the economy continues to plague the advertising market, 88% of marketers agree that there’s been increased scrutiny on ROI, media budgets and proven effectiveness of video campaigns
Nielsen Delays Big Data as Currency Until Next Fall
Nielsen is pushing back the currency use of its Big Data + Panel product until September 2024. The measurement company will use its panel-only national ratings system as currency ahead of this year’s upfronts as it awaits accreditation from VAB and the Media Rating Council.
Programmers Set Focus on Currency
As companies search for streamlined measurement solutions amid Nielsen scrutiny, the advanced advertising ratings company OpenAP is joining forces with the programmers Fox, NBCUniversal, Paramount, TelevisaUnivision and Warner Bros. Discovery, as well as the VAB, to establish the Joint Industry Committee (JIC).
Executive Round Up: What’s the next step for more accurate audience measurement?
We asked executives in our industry what the next step is for more accurate audience measurement. Here’s what they had to say.
Advertisers Investing in Measurement
A VAB Measurement Innovation Task Force survey found 85% of respondents increased their use or investment in the number of measurement providers used during the 2022-2023 upfronts. The survey’s findings represent 90% of the TV ad revenue in the market and include major TV publishers and networks.