#ad-measurement

#ad-measurement

The deal ties Roku's proprietary viewership data to Instacart's sales data (across over 1,100 retail banners and 80,000+ stores in North America) in a privacy-safe way to provide advertisers with new insights about whether viewers purchase products on Instacart after seeing an ad for a CPG brand on the Roku platform. In essence, the partnership aims to enable advertisers to more easily quantify the impact of their streaming buys on product sales.

Marketers instinctively know that better data and higher-quality media drive better outcomes. But bad habits are sticky and they die hard, said Jamie Barnard , CEO of Compliant, a startup that tracks data quality standards across digital media. The ad industry has "a volume-based mentality," said Barnard, who knows that struggle firsthand. He spent nearly 16 years at Unilever as its general counsel focused on global marketing, media and ecommerce before leaving in 2022.

When Amy Reinhard, who oversees the ad business, introduced the MAV metric during a press briefing, she framed it as a more accurate read of how people watch the streamer's ad tier - often together on a TV. The move from monthly active users (MAUs) to MAVs, she said, was about being clever about audience behavior and being transparent to the market by providing advertisers with the methodology of how they determine reach.

Tubi is working with IRIS.TV, a contextual targeting company acquired by Viant last November, to tag much of its on-demand content for emotional or thematic content, using categories like "joyful" or "travel." The idea is that advertisers will be able to invest, at a more granular level, against inventory that is suitable for their brands and avoid TV that isn't.

First off, TikTok is giving advertisers more control over their Smart+ campaigns, including the capacity to customize the level of automation in their targeting, budget, and creative elements, module-by-module. As you can see in this example, you'll now have explicit control options in each section of your Smart+ campaign set-up, which will enable you to manually set each element, if you choose. Or you can let Smart+ automate each aspect for you, which will lean on TikTok's improving AI targeting to drive results.

Mastercard announced a new commerce media offering that leverages permissioned data and technology from the payments giant, promising more personalized offers and end-to-end measurement for advertisers, according to a press release. Mastercard Commerce Media draws on Mastercard's 500 million enrolled customers and existing base of 25,000 advertisers for scale. The platform is supported by partnerships with Citi, WPP, American Airlines and Microsoft, which are positioned as key to future expansion plans.

Midway through 2025, it's clear that brands are redirecting their advertising budgets at an unprecedented pace. The move toward digital isn't new, but this year's strategies highlight a deeper recalibration - one defined by AI adoption, measurement precision, and the diminishing relevance of traditional media. These shifts are not just reshaping the marketing world; they're quietly altering how consumers discover, evaluate, and buy products every day, Moonfruit reports.