If there’s a gold standard for inflated expectations, surely it is set by blockchain. IAB Tech Lab has just announced a program to bring some reality to the digital advertising corner of the blockchain universe by creating a mechanism for testing blockchain-based products and services. The ultimate goal is standards to guide industry-wide deployment. This is worth watching.
Technology to track TV ad views is further along than blockchain but can still seem like science fiction.. TVision Insights takes the problem literally by installing equipment in consumers’ homes that watches their eye movements to determine exactly what shows and ads they’re paying attention to. They just raised a $11.5 million series B, bringing their total to $21.3 million.
Barking up the same tree, TV ad buying and measurement vendor VideoAmp has acquired IronGrid Data Services, which provides access to “secure, anonymized, and privacy-complaint” TV viewership data from video program providers and connected TVs. VideoAmp will use this as part of a new data division that aggregates data from set-top boxes and automated content recognition to provide segmentation and viewership data.
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