Even though Thursday Night Football is moving exclusively to Prime Video this season, marketers won’t be in the dark about how many viewers are watching the games–and their ads. Nielsen and Amazon have signed a three-year agreement to measure Prime Video’s NFL Thursday Night Football streaming broadcasts. This is the first time a streaming service…
Measurement company Nielsen has launched four-screen ad deduplication, adding connected TV to its existing computer, mobile and linear TV deduplication measurement of YouTube. Top line The move will allow buyers to compare YouTube reach on linear TV, computer, mobile and connected TV devices, which the company said will allow buyers to more easily compare YouTube…
In the early 2000s, marketers thought TV was destined to follow print media. TV was over. Online engagement was growing by double digits, investments in digital media were skyrocketing and the new age of big data was upon us. But TV never died. Despite early doom and gloom predictions, TV continues to be one of…
Ad tech firm Integral Ad Science launched a third-party audio ad measurement tool, IAS Audio Ad Verification, for marketers in the U.S. to use on digital audio streaming platform Pandora. The new tech lets brands measure a number of audio ad metrics and detects brand safety flags, like invalid traffic (IVT) for mobile audio ads…
Comscore is playing executive musical chairs as it looks to make a further push into the measurement landscape. Top line The measurement company upped Jon Carpenter to CEO, effective today. Carpenter joined Comscore as its chief financial officer in November, coming over from Publishers Clearing House. He’s also held roles at NBCUniversal and Nielsen. “I…
Note: To make sense of what is quickly becoming a vast and complex agency technology ecosystem, Adweek is reporting on each of the major platforms. This story is the third in a series covering agencies’ audience management platforms. Previously, Adweek reported on Omnicom’s Omni and Horizon Media’s blu. Like all of the large holding companies,…
Advanced advertising company OpenAP teamed up with data cloud company Snowflake for a cross-platform and cross-publisher clean room, the platform announced today at Cannes Lions. OpenAP Data Hub will let television publishers access data in privacy compliant environments to power more effective audiences when it comes to measurement and targeting. NBCUniversal, Fox, Warner Bros. Discovery…
Data has a big representation problem, and TelevisaUnivision and VideoAmp are trying to solve it. The companies are teaming up to bring better representation to data. In the new partnership–announced today during VideoAmp’s Currency Collaboration event at Cannes Lions, TelevisaUnivision will leverage VideoAmp’s measurement and optimization data to power advanced advertising solutions and better reach…
NBCUniversal and iSpot.tv became the latest media companies to complete a test of alternative measurement, one the companies said is the largest in the industry. The network first tapped iSpot as a certified partner in its efforts to create a new currency for cross-platform measurement on its One Platform ad offering earlier this year. “We…
Nielsen One isn’t fully rolling out until December, but the measurement company is gearing up with an expanded rollout of Nielsen One Alpha, its early version of the offering. The cross-platform tool is designed to enable publishers and marketers to transact on a single metric across linear and digital platforms. The first version was first…
Even if the TV is turned off, commercials might still play on ad-supported streaming services, wasting brands about $1 billion per year, new research from GroupM and iSpot found. On average, 8-10% of overall streaming impressions were delivered when the TV was off. However, that statistic jumps to 17% when looking solely at impressions delivered…
Comcast Advertising has an answer to the question buyers have been grappling with since the advent of ad-supported streaming: how much money should be spent on streaming? In a newly released report based on proprietary data–the first edition of its inaugural Comcast Advertising Report, called Actionable Insights for the Modern TV Advertiser–Comcast looked at the…
For most marketing teams, there’s a wall separating brand marketing and performance marketing. But that wall is crumbling, and it’s coming down faster now. The ones leading the demolition will build in its place this decade’s generation of breakout brands. They are the brand marketers who are reengineering creativity to be data-driven, and performance marketers…
Measurement is getting a bigger seat at the table at the first in-person Cannes Lions festival since 2019. Advanced advertising company OpenAP–jointly owned by Fox, NBCUniversal, Paramount and Warner Bros. Discovery–will host a summit at Cannes on June 23, bringing together leaders from across the marketing ecosystem alongside those of the four media companies. “Television…
After being disappointed in an upfronts season that it said “lacked significant conversation about measurement,” GroupM is taking matters into its own hands. The company has developed a roadmap for its audience measurement partners that it hopes will further drive the industry towards improvement measurement standards, and bridge the measurement gap. “Marketers are leaning into…
Measurement played a big role during Thursday’s virtual IAB NewFronts presentations, with Nielsen, Comscore, Innovid and Samba TV all pitching marketers on why their solutions are the strongest when it comes to increased fragmentation in the industry. “I don’t think it’ll be a surprise to any of you guys to know that streaming is growing…
As the ad industry races toward a cookieless future where first-party data will be the guiding light for marketers, several new studies have offered insights into how chief marketing officers are struggling with their data and measurement strategies. In a global study from measurement firm Nielsen published in April, 69% of 2,000 senior marketers agreed…
The metaverse is in its infancy. It’s a new type of internet (or part of Web3, if you want to be more specific). And despite what Meta might want people to think, no one owns it or really regulates it either. For now, it’s a series of always-on, virtual destinations hosted on hundreds of platforms…
As more brands seek a better ROAS (return on ad spend), new ad measurement tools are ascending. Case in point, iSpot.tv, which received a $325 million round of funding from Goldman Sachs Asset Management on Wednesday. iSpot.tv is a 10-year-old platform that measures the performance of every ad on television in real time. With the…
Xandr is the latest company to jump on the alternative currencies train. Ahead of the upfronts, the ad-tech company partnered with data providers 605, Comscore, EDO, Samba TV, TVision and VideoAmp to create a new framework that it hopes will enable the TV ad market to activate alternative data currencies. The company said that by…
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