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.
Magnite closes US$1.14 bn SpotX acquisition
May 3, 2021 10:48
Global sell-side advertising platform Magnite has closed its acquisition of SpotX from RTL Group for US$1.14 billion.
The announcement:
Magnite (Nasdaq: MGNI) today closed its previously-announced acquisition of SpotX from RTL Group, creating the largest independent CTV and video advertising platform, and reinforcing the company’s capabilities as linear TV budgets increasingly shift to digital.
Buyers and sellers have long wanted a scaled, independent alternative to the giants that currently dominate the CTV marketplace. The combination of Magnite and SpotX makes this a reality, and better positions the company to help its clients grow their businesses across CTV and all other formats including video, display, and audio.
Author Bio
Eric has been writing about stocks and finance since the mid-1990s, when he lived in Prague, Czech Republic. Over the course of a varied career, he has also been a radio newscaster, an investment banker, and a bass player in a selection of rock and roll bands. A native New Yorker, he currently lives in Los Angeles.
Roku (NASDAQ:ROKU) is now officially one asset larger, as the company has closed a deal for the Advanced Video Advertising (AVA) division of viewership tracking specialist
Nielsen Holdings (NYSE:NLSN). The price of the acquisition, which was originally announced at the start of last month, was not disclosed.