IAB Tech Lab is doing its part to improve measurement by extending its Open Measurement SDK to cover Connected TV.  The SDK helps publishes integrate with multiple measurement providers, making it easier for advertisers to apply their measurement tools of choice.  I needn’t remind you that Connected TV is one of the hottest, and most fragmented, new advertising categories.  But I just did.

Integrated marketing agency Alloy also found that marketers are expecting a more hostile environment.  The audience of tech marketers reported shifting their focus from acquiring new customers to increasing revenue from existing customers.  Two surveys with the same result counts as a trend, right?

Do you hear that buzz?  Either your office is being attacked by hornets or it’s everyone talking about data clean rooms.  The latest chatter is about VideoAmp, which has integrated its TV audience measurement data with Disney Advertising’s clean room.   The deal will improve audience targeting and measurement across linear and connected TV, which has been a sore point.