Tubi is introducing Comscore Campaign Ratings (CCR) and VideoAmp Audience Measurement as alternate cross-screen measurement currency options for advertisers, the Fox-owned free, ad-supported streaming service (FAST) announced during a pre-upfront promotional event for advertisers on Thursday.
The aim is to let advertisers “test a variety of partners while the industry adapts methodologies for cross-screen measurement,” the outlet stated.
The VideoAmp measurement tool can be used to measure reach, frequency and attribution on the platform.
VideoAmp is also integrating Tubi into its Premium Video Planning Tool, for use in cross-media channel planning for upfront and scatter deals.
In addition, Tubi is adding LiveRamp TV Activation, which lets brands use third- and first-party data to forecast coverage across the streamer's audience.
On the format front, the streamer will begin offering pause ads — full-screen ads served when viewers pause a program — later this year.
Come on kiddies. How can an OTT platform, and indeed any media entity, decide to annoint the data source that it prefers as a "currency".
Just wait until advertisers decide to pay their advertising invoices with a currency that they invent. I'll open the bidding with the MediaHalfBuck.