Muller elaborates, saying the industry is experiencing a shift from traditional viewer metrics to a focus on standardized video impressions, which reflects a significant change in how ads are evaluated. This means that for the first time, ads spanning across diverse platforms—including linear TV, on-demand streaming services, and social media—can be measured with the same criteria, ensuring a level playing field.
Discussing the trend towards integrating with data from 'walled gardens', Muller states that ‘the blending of data from multiple sources and partners is crucial to establish more accurate metrics. iSpot focuses on identity mapping to connect data through households and individuals, which helps address targeting and measurement challenges in a fragmented media landscape.’
Muller emphasizes the rise of ad-supported models within CTV, elaborating that ‘as viewers increasingly turn away from subscription services, platforms like YouTube and Amazon are capitalizing on the trend. With YouTube being largely accessed through TV screens and companies like Amazon combining streaming with live sports, the landscape is changing rapidly as old models adapt to new viewing habits.’
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