CTV creates reporting challenges because ads are sold by many different device owners and streaming service providers. Nielsen has just improved deduplication within its CTV audience reporting by adding information from Samsung and Vizio smart TVs. It’s part of their Nielsen ONE cross-media measurement project.
CTV requires companies to replicate services provided in other ad media. Cognitiv, which uses deep learning AI to optimize ad purchases, has added a new solution to support CTV campaigns. The service combines an advertisers own response data with Cognitiv’s device graph to auto-optimize performance marketing campaigns.
Retention-oriented CDP CleverTap has purchased app marketing system Leanplum. The deal will give CleverTap a new set of advanced personalization tools and greater geographic reach. Price was not disclosed.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.