• by Wayne Friedman , January 9, 2024

With a growing demand for new streaming viewer metrics, iSpot.tv -- which already is seeing steadily increasing business in linear TV measurement -- is unveiling a separate streaming system.

The launch of the Streaming Measurement platform brings a new suite of metrics for advertisers and publishers -- an independent system for tracking audience consumption of CTV advertising at scale, according to the company.

The new product will fit alongside its Unified Measurement platform -- where all airings on linear TV and activity from 400 streaming platforms can be found in one dashboard, revealing incremental streaming/OTT impressions.

Streaming Measurement promises “on-target delivery” -- total impressions of audience targeting, and deduplicated/unique audience identification, for each streaming/video platform. 

For example, a marketer might see how its ads on Hulu compare to those on Samsung TV Plus, or how Fox performs against Peacock. 

“Streaming Measurement is really a complement to our Unified Measurement solution,” says Sean Muller, founder and chairman of iSpot.tv.  “Unified Measurement [is] our version of Nielsen One for cross-platform reach and frequency measurement.”

For Streaming Measurement, marketers grant permission to allow streaming platforms to release their advertising data to iSpot, effectively making iSpot part of the buy. In addition, a platform may agree to release all its ad data to iSpot.tv.

In addition, the new service will provide co-viewing measurement -- the total number of viewers in front of a TV set for any given ad impression, from a licensed technology deal via TVision.

There will also be “CTV verification” of advertising, in response to “misappropriated” ads served to TV devices while TV screens are turned off or tuned to a different input.

Also included is an industry share of voice (SOV) metric estimating the percentage of impressions for the entire industry that is bought by a given advertiser. 

In addition, there is also a "Streaming Competitive" dashboard, where in selective cases, brands can view data of their competitors, with advertising appearing across a pool of more than 900 publishers and services.

For this dashboard, Muller says, this “is a competitive index score that allows one brand in an industry to understand how much weight they are putting into a particular publisher versus everybody else in their category. This allows them to keep track of all of their competitors.”