Despite CEO Jeff Green’s denials, the rumors turned out to be true: The Trade Desk has spent the last three years quietly building its streaming OS, called Ventura, to compete with the likes of Roku, Amazon’s Fire TV and Google’s Android.
TV measurement is migrating from traditional sample-based systems to solutions built on big data. In other words, measuring TV audiences is becoming an incredibly complicated task, and almost no one knows that better than members of the Coalition for Innovative Media Measurement (CIMM).
The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
Alternative TV currencies are ready for prime time from a technology standpoint. But media buyers aren’t quite there yet when it comes to adoption, says Josh Chasin, VideoAmp’s former chief measurability officer.
TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.
