Nielsen Promises to Identify CTV Viewers in Real Time

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”.

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Comscore Launches Cross-Platform Ad Measurement Thingy

January 7, 2022

You will be completely unsurprised to learn that ad measurement remains a top challenge for marketers as we head into 2022, according to this Mediaocean poll. Slightly more newsworthy: Comscore has launched a “true single-source unified cross-platform measurement solution” to help resolve the issue. Comscore Everywhere promises deduplicated audience measurement across linear and connected TV, digital ads, and social media, with connections to retail and online shopping results.

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NBCUniversal Launches First-Party Targeting Tool

January 7, 2022

Walled gardens don’t need to struggle with audience measurement because they already know who sees what.  NBCUniversal is taking advantage of that omniscience by launching NBCUnified, which integrates first-party data on 150 million individuals and 80 million households collected through movies, video, ecommerce, subscriptions, theme parks, and heaven knows what else.  The data is enhanced with third party information and made available for ad targeting.

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CIAM Vendor Ping Identity Bought for $2.8 Billion by Private Investors

August 5, 2022

CIAM (Customer Identity and Access Management) was once largely about managing employee access to company systems, but it’s increasingly applied to consumer log-ins and identities as well.  This creates an overlap with the identity management systems more traditionally used for customer data.  The expanded market helps to explain why private investor Thoma Bravo just paid $2.8 billion for CIAM vendor Ping Identity, a 60% premium of its most recent stock price and just under 10x revenue.

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