Samsung Ads, Samsung’s Advance TV advertising unit, will integrate Moat’s viewability and invalid traffic measurement. Concerning the latter -- though not a wide-scale problem yet -- executives believe fraudulent OTT advertising issues look to grow.
Samsung Ads says there are over 35 million Samsung smart TV homes -- what it calls “the industry’s largest ACR data set,” reaching nearly 60% of the all U.S. ACR (automated content recognition) homes.
This is Moat’s first integration to measure OTT and CTV.
TV media buyers seek scalable measurement for OTT and connected TV realized in other digital media platforms.
For marketers already using Moat, this integration will extend their measurement across Samsung Ads' OTT inventory.
Michelle Hulst, group vice president, marketing and strategic partnerships, Oracle Data Cloud stated Moat will give Samsung Ads' OTT advertisers transparency around viewability.
Citing a recent report from Morning Consult and The Hollywood Reporter, 53% Internet users now stream content via smart TVs, including 68% of 18-to-21-year-olds and 63% of 22-to 37-year-olds.