Following accusations that the measurement firm was underreporting viewership numbers, Nielsen saw accreditation of parts of both its local and national business suspended last month by the Media Rating Council. Now the company is preparing for a comeback. The Drum sits down with the company’s chief marketing officer Jamie Moldafsky to talk rebranding and measurement integrity.
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The CTV ad measurement conundrum that creates more questions than answers In a complex landscape that includes streaming platforms and connected devices – all of which have their own approaches to media buying and ad measurement – it’s harder than ever for marketers to get a solid grip on how their ads are performing on CTV. So, here’s what you need to know about the current state of ad measurement in CTV, and what’s to come.
Connected TV offers countless benefits to marketers. Ad targeting is made simpler since advertisers have access to data about users’ category preferences and the shows they watch. This enables them to serve relevant ads to target audiences based on this information. And, of course, viewers have been binging streaming content, so there’s no question that the audience is there.