Current ad measurement champ Nielsen has been on the ropes but they did recently counterpunch with Streaming Signals, which promises to say who within a household is currently watching a connected TV show, so advertisers can bid on programmatic ads accordingly.  That would be a good trick but it seems they’re just making assumptions about the type of person who watches each show.  So the real trick is avoiding the term “contextual”.

CDP BlueConic has sold a majority share to Vista Equity Partners, whose high-profile martech investments have included Drift, Gainsight, Marketo, and many more.  No details were announced but the deal gives BlueConic resources to compete against increasingly well-funded industry leaders.

Incrmntal has released its Explorer platform, which uses “causal AI” to estimate the incremental impact of advertising investments.  What’s magic is the incremental measurements happen without marketers needing to set up incremental impact tests.  The system can also suggest the best place to spend your next ad dollar.