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”.
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.
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.
Scope3 is expanding into brand safety and fraud detection turf of Integral Ad Science and DoubleVerify. Amazon DSP is the first company to integrate Scope3’s Agentic Media Platform, which eliminates made-for-advertising, fraud, non-brand-safe, and climate-risk inventory by default. A separate Brand Standards product, built on top of the Agentic Media Platform, lets companies connect with expert AI agents to apply additional content standards.