Cross-platform measurement, not yet available, is the red pill for marketers: the unsettling truth of how people really consume media now. ...

Amid a push to get buyers to shift large budget chunks to addressable and CTV/OTT, NBCU's ad sales division has created a new measurement EVP post and recruited Nielsen addressable/advanc ...

The updated best practices guidance is designed to address common measurement problems posed by use of server-side ad insertion (SSAI) techniques. ...

This expands the omnichannel ad server's existing accreditations in video and OTT. ...

This marks the first time that a third-party solution has secured MRC accreditation for integrated viewable impressions measurement on a large digital platform. ...

Nielsen says it is simplifying its TV and digital solutions portfolio into a single, comparable cross-media metrics product and will replace current systems fully by Q4 2024. ...

Oracle will launch Moat Outcomes Wednesday, providing a way to get business results from ad campaigns within 10 days instead of 10-13 weeks -- one of the biggest challenges advertise ...

The launch of international smart-TV measurement capabilities will begin in Italy and Sweden. ...

Nielsen says the Compass database "democratizes" outcome measurement and ROI metrics on a global basis, to enable rapid optimization of campaign media spend by country and across TV, digital vide ...

All OpenAP client agencies and advertisers can now use performance-based attribution reporting and measure incremental reach over linear TV on audience data-targeted, cross-publisher campaigns activated through the OpenAP Market marketpl ...

Solution provides insight into viewability via core CTV completion metrics. ...

The platform is "a major shift for this company, from how we operate to how we monetize," says NBCU Advertising and Partnerships Chairman Linda Yaccarino -- and will, among oth ...

Kantar has been testing technical methods, forming direct integration partnerships, and developing analytical models to continue measuring ad effectiveness and audiences. With the removal of cookies, advertisers will need ...

The new web-based app, to be piloted by Discovery and AMC Networks, allows media buyers and networks to combine their own viewership datasets with 605's data on 21 million U. ...

ISBA has unveiled a cross-media measurement tool called Origin to allow advertisers to standardise and measure campaign outcomes across a variety of media, including tv and digital, "The Drum" wri ...

Watch and learn as Magna Global's Julie Anson and Spark Foundry's Brad Liebow talk with MediaPost's Joe Mandese about measurement metrics. While OTT is the biggest growth area in T ...

The plan calls for expanding solution to all of OTT "soon," the partners say. ...

What will these standards for video advertising measurement mean for ATV? Several association heads, a measurement company and an independent agency principal offer their takes on that and other aspec ...

Comscore will supply the ratings and currency for the live linear addressable footprint that spans DirecTV, Altice USA, Frontier, and AT&T sister company WarnerMedia. ...

Nielsen first began measuring YouTube via DAR in 2017, exclusively in the U.S., and has been expanding it ever since. ...

A new study from the 4As on industry measurement issues finds that unduplicated multiplatform reach, attribution and greater visibility into so-called walled gardens are the top priorities among members. ...

The company is trying to connect ads that consumers see through programmatic exchanges, OTT and DOOH with actual foot traffic. ...

Parrot will provide CAA with access to an advanced dataset that pulls data from streaming video, blogging and social media platforms and photo-sharing websites. ...

The company plans to use the money to up sales and marketing activity, expand its international business and enter new areas, such as streaming audio advertising. The company's household gra ...

Browsing menus and algorithms were more effective promotional tools than traditional ads. Nielsen found only 34% of streaming video and audio consumers cited advertising as a reason to watch ...

Measurement and research firm Survata is now measuring the impact of video advertising on Hulu. ...

Digital video advertising is driving significant double-digit incremental reach, particularly when it comes to reaching consumers age 18-49. Nielsen data shows digital campaigns drove 16% incremental reach among consumers ...

CNN will offer Comscore's Campaign Ratings to clients, becoming the first sell-side company to bring the cross-platform solution to market. CCR has been in beta since last September. ...

Nielsen's data, combined with first-party data and other sources, will allow for more precise and efficient targeting and campaigns. Amobee says that it is one of the first firms ...

Clients of FreeWheel Market will be able to use the tool to "better determine the optimal mix of TV and video channels to drive outcomes," the companies say. ...