Most level-headed marketers would agree the trend toward privacy is good for consumers, and for marketers, too. Why, then, do we feel so powerless and reactionary to these changes?
The new ad format has led to higher brand performance and lifted unaided brand recall by 53%.
The standoff is over. Today, Paramount and Nielsen revealed they’ve signed a new, multiyear deal for data and measurement, effective immediately. Karthik Rao, Nielsen CEO, and George Cheeks, president and CEO, CBS and co-CEO, Paramount Global, announced the news, which officially ends a contract dispute that had been going on since late last year. The…
Nielsen’s big data gets a big endorsement. Today, the Media Rating Council (MRC) announced it completed its accreditation process for Nielsen’s big data + panel national TV measurement. This marks the first time that the MRC has accredited a hybrid panel/big-data product that’s inclusive of person-level estimates, according to George Ivie, CEO and executive director…
Amazon Ads revealed at CES in Las Vegas that brands using its data clean room, Amazon Marketing Cloud, can now query up to five years of purchase signals from the ecommerce giant for measurement use cases. Amazon Marketing Cloud is Amazon’s privacy-safe, cloud-based clean room that advertisers use to plan and measure ads. Previously, Amazon…
It would be an understatement to say that the measurement industry has undergone a lot of changes in the last few years, especially for Nielsen. In April 2023, the analytics giant regained national accreditation from the Media Rating Council after getting it suspended in 2021. Then, the company added a new leader in late 2023…
The erosion of identity over the past couple of years–spurred by Apple’s move to allow iPhone users to opt out of having their internet usage tracked–brought with it a whole host of challenges, said Alex Boras, president of advertising platform Blis. “We are accessible all the time,” Boras said. “We always have a screen, whether…
Today, the Media Rating Council (MRC) approved the integration of first-party live-streaming data into Nielsen’s accredited National Television service and renewed accreditations for Nielsen’s National Panel measurement. According to Nielsen, the approval makes the measurement company the first accredited live-streaming solution with persons-level granularity. “We’re thrilled and humbled to earn first-party approval from the MRC….
Proving the effectiveness of ad campaigns to clients and, sometimes, the C-suite continues to become a more complex task, as challenges aplenty emerge in the measurement process. In a group chat at ADWEEK House during Advertising Week New York, industry leaders from ad platform Blis–who sponsored the session–wedding platform The Knot Worldwide, and creative agencies…
TikTok kicked off Advertising Week in New York with a flurry of announcements covering artificial intelligence-powered automated performance tools, enhanced measurement capabilities, and new privacy technologies for advertisers. “TikTok is building for the future,” global head of monetization product solutions and operations David Kaufman said in a statement. “We have been listening, learning, and innovating…
To Greg Friend, advertising is a lot like lifting. Everyone reaches first for the dumbbells, but long-term growth requires focusing on the core. “Everybody wants to have nice arms,” Friend, vice president of insights and innovation at Nativo, said onstage during ADWEEK’s Brandweek on Wednesday. “You start to see the growth and the results right…
Today, Dentsu and Sports Innovation Lab announced a strategic partnership that gives clients access to sports audiences across any publisher or platform. With the news, Dentsu, the first holding company to enter into such a partnership with Sports Innovation Lab, provides its clients with the ability to develop sports-related insights and target addressable sports audiences…
The independent demand-side platform The Trade Desk inked a deal Tuesday with Nexxen that will allow it to offer advertisers data segments created using automatic content recognition (ACR) technology, according to senior director of CTV partnerships Jonathan Low. ACR data allows companies to determine what kind of content is appearing on viewers’ screens, such as…
The Paris 2024 Summer Olympics were the biggest Games in years for both advertisers and consumers. At the end of July, NBCUniversal reported it delivered the highest Olympic and Paralympic ad revenue in history, securing more advertisers than the Rio and Tokyo Olympics combined, with nearly $500 million coming from first-time sponsors. Samba TV also…
Another TV ad measurement company received national currency certification. Today, iSpot received industry certification from the U.S. Joint Industry Committee (JIC) for its measurement capabilities and methodologies covering important areas of the cross-platform TV advertising industry. The JIC’s Measurement Subcommittee made its decision after nearly 300 rigorous data tests. The certification is valid for two…
Advertisers, are you still watching? Netflix recently released the second installment of its What We Watched Report, which represents 99% of viewership from July to December 2023. The biannual report includes some new data of interest to advertisers and marketers. “Netflix expanding what they publicly report about what’s viewed on their platform could be seen…
“Market dislocation”–though a term most often reserved for economists and Wall Street analysts, it could aptly describe the state of online identity today. Recent reports suggest that Apple and Google are considering removing the IP address from their respective devices’ and platforms’ reporting. This move, which also nods to regulators and privacy advocates, comes on…
Paramount is looking to make measurement moves ahead of the TV upfront. Top line Today, Paramount announced it’s partnering with Mastercard and EDO for an enhanced measurement suite across all base media buys in linear and digital. Between the lines According to the company, the offerings broaden its attribution suite, delivering outcome-based metrics for advertisers…
NBCUniversal doesn’t want any surprises heading into this year’s upfront week. Last year’s NBCU upfront event from Radio City Music Hall had to overcome several unexpected hurdles. In addition to Hollywood strikes keeping entertainment talent on the sidelines, NBCU’s former ad sales chief Linda Yaccarino exited the company for Twitter/X days before its upfront presentation….
NBCUniversal wants advertisers to go for gold with its new tech offerings. Today at the One24 conference, NBCU’s latest TV upfront event, the company highlighted new tech and data capabilities, including generative AI, shoppable food delivery and, for the first time, all new programmatic offerings for the 2024 Olympic and Paralympic Games in Paris. “Television…
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