Advertisers are at a measurement crossroads of sorts in 2023. Device and browser blocking, as well as government privacy changes, are curtailing unique user reach on some of the well-known advertising platforms. This is increasing customer acquisition costs and severely limiting measurement of campaign activity beyond the first or last click–which has never been an…
From the spectacle of the Super Bowl and the adrenaline of the World Cup final to the in-the-moment joy of Glastonbury or the Travis Scott X Fortnite Astronomical concert breaking lockdown boundaries–experiences are impactful, inspirational and endure in the memory. For marketers and brand managers, experiences can engage customers and bring brands to life in…
As streaming has become a well-established presence in U.S. households, Amazon has a new statistic it wants to share this NewFronts. The company said that Prime Video has become the most-subscribed-to streaming service in the U.S. and that advertisers can now reach an average monthly U.S. audience of 155 million across Amazon ad-supported streaming TV….
Netflix’s ad tier just got an upgrade. Top line When Netflix first launched its ad-supported tier at the end of 2022, it said capabilities from DoubleVerify and Integral Ad Science would arrive in the first quarter of this year. Now, the streamer has delivered on that promise. Between the lines The companies initially partnered with…
The first U.S. Joint Industry Committee (JIC) to enable multiple currencies has made its first big announcement. Top line Today, the JIC, led by OpenAP, along with a working committee of media agencies, premium video programmers, streaming platforms and trade bodies, revealed its criteria for premium video cross-platform currencies. Between the lines The criteria list…
As marketers scramble to chart their course ahead for yet another uncertain year, Margaret Jobling isn’t fixated on obstacles like inflation or political uncertainty. Instead she’s laser-focused on the things she can influence, including making sure the value of the marketing function is well and truly seen. The brand boss is no stranger to headwinds….
Netflix and Nielsen are marching closer toward measurement solutions for the streaming service’s new ad-supported tier. Top line Today, the two companies announced they’re expanding their partnership with a multiyear agreement allowing Nielsen to provide linear and streaming audience data throughout the U.S., Mexico and Poland. As a result, the streaming giant will have a…
The currency revolution will be televised. Today, OpenAP, along with Fox, NBCUniversal, Paramount, TelevisaUnivision, Warner Bros. Discovery and the VAB, announced the formation of the first U.S. Joint Industry Committee (JIC) to enable multiple currencies. The committee will primarily focus on creating a measurement certification process to establish the suitability of cross-platform measurement solutions ahead…
Paramount is planting a new flag on its mountain of advertising capabilities. Top line Paramount Advertising announced on Wednesday that it’s enabling Unified ID 2.0 (UID2) to transact across a group of Paramount’s owned and operated streaming channels housed within EyeQ, the company’s video advertising platform. Between the lines UID2, which was developed by The…
Nielsen is hitting the (ad) campaign trail. On Wednesday, the measurement and data giant announced the upcoming launch of Nielsen One Ads, a platform all about campaign measurement. According to Nielsen, the offering, available in the U.S. on Jan. 11, will provide a consistent, comparable and deduplicated view of ads across screens, whether that’s linear,…
Warner Bros. Discovery is kicking off 2023 with an alternative approach to audience measurement. Top line On Tuesday, Warner Bros. Discovery and VideoAmp announced they had reached an agreement to measure cross-screen campaigns across the global media company’s sports, news, lifestyle and entertainment portfolio. Between the lines The deal comes following the completion of Warner…
Disney advertising’s new partnership is making it easier for marketers using clean rooms. Top line On Thursday, the company announced it’s teamed up with VideoAmp in an integration that looks to accelerate cross-screen measurement. This new integration uses Disney’s Audience Graph and Ad Exposure Log Files, as well as VideoAmp’s proprietary TV Viewership footprint, powered…
In a landscape where CMOs are dealing with reverberations from the pandemic, a looming global recession and widespread geopolitical upheaval, it would be all too easy to let agency performance evaluations slide. However, according to the World Federation of Advertisers (WFA), the practice is holding steady. Research from the global organization conducted in partnership with…
Omnicom Media Group will be the first agency to team up with TelevisaUnivision to leverage its Hispanic household data graph. Top line The data graph will integrate with OMG’s identity solution, Omni ID, through a privacy-oriented clean room technology and work to power its targeting, optimization and measurement for always on activation across the entirety…
NBCUniversal is accelerating its push towards alternate currencies, announcing the creation of a new initiative called The Currency Council. More than 10 top brands–including General Motors, Marriot Bonvoy, PepsiCo, State Farm, T-Mobile and Wayfair–across all major holding companies have signed on to the Currency Council, and will transact with NBCUniversal using new currencies. “These innovative…
Measurement is still broken at Nielsen, at least according to the audit committee of the Media Rating Council. The MRC voted to maintain the suspension of accreditation for Nielsen’s national ratings, according to a letter sent to clients viewed by Adweek. It’s been over a year since the MRC stripped Nielsen’s accreditation after the measurement…
We’re days away from the upcoming launch of Netflix Basic with Ads, and the company is busy building up the team that will support the new offering. Netflix named Julie DeTraglia as its new vice president, ads measurement strategy, effective Nov. 14. She’s coming over from Amazon, where she served as head of strategy and…
Samba TV is making moves, partnering with Havas Media Group to integrate its OTT and linear television data into the company’s proprietary audience and data management platform, Converged. HMG North America is the first major agency holding company to partner with Samba TV, which sources data from more than 24 television manufacturers. “Samba TV’s direct…
Oracle Advertising will provide brands on Nextdoor with more controls and greater transparency with the aim of helping them maximize their presence on the platform under terms of a strategic collaboration revealed Monday. The partnership is anchored by measurement and marketing analytics suite Oracle Moat and its attention, frequency, reach and verification services to help…
In 2021, 94 of the top 100 most-watched TV shows were sporting events. But increasingly, it’s not just live sporting events that are bringing in an ever-elusive viewer. “What we stress in every meeting we have with our partners is that we really believe the TV business we all grew up with is now two…
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