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.
If you still think that MCP stands for Male Chauvinist Pig, well, the 1970’s want their disco ball back. Today’s hep cats know that MCP stands for Model Context Protocol, a new-but-widely supported standard that lets large language models access structured data as context for their prompts. Early adopters include Salesforce and Adobe, and search platform Algolia is now using it to feed their data to customer-facing real-time AI agents.