tvScientific also measures and optimizes ad results, specializing in Connected TV performance marketing. Their tech automatically optimizes CTV campaigns by matching ad exposure to website visits. They just raised a $20 million Series A.
Marketing measurement is the topic du jour, Cher Lecteur. We’ll start with marketing analytics giant Kantar, which just bought Copenhagen-based Blackwood Seven. Blackwood provides technology for cookieless ROI measurement and media plan optimization. It’s Kantar’s sixth acquisition since Bain Capital took control in December 2019.
Readers who are deeply engaged with TV measurement may be excited that Xandr used multiple TV currencies in its upfront ad sales. The rest of us will be more interested in this eMarketer study, which offers a good overview of ad measurement in general. It turns out that just 50% of marketers are satisfied with measurement in the best of channels, and video is the least measurable of all.
The generative AI world is moving so quickly that it’s hard to know what’s worth reporting. But cross-medium content creation is still pretty new, so let’s note that Microsoft’s Bing search engine / chatbot can now create images from text prompts. That’s pretty impressive, at least for this week.