GroupM Announces Ad Innovation Accelerator for Future of Advertising
WPP’s media investment division, GroupM, has announced the first-to-market GroupM Ad Innovation Accelerator, a program designed to redefine audience and advertiser engagement. Working together with a team of highly skilled TV/video programmers and developers, the company is investigating and creating new video ad formats that will be widely used in ad-supported streaming environments. Participating in the initiative are interactive TV developers BrightLine and KERV, as well as streaming providers Disney, Peacock, Roku, Telly, and YouTube.
Ad Innovation Accelerator
The goal of the Ad Innovation Accelerator, led by GroupM’s investment team that leads the industry, is to transform the 30-second ad spot for streaming audiences while improving brand-viewer relationships and producing quantifiable outcomes for participating GroupM advertisers. The working group will plan and develop scalable ad formats that are intended to be widely used in ad-supported streaming environments with a shared vision. The first users of this program will be Mindshare, Wavemaker, and EssenceMediacom clients of GroupM in North America.
First-to-market program
GroupM described the initiative as a “first-to-market program aimed at redefining engagement between advertisers and audiences,” but it was unclear how long use of the formats would remain exclusive to GroupM clients and if/when they would be made available to other advertisers and agencies. This program discusses evolving viewer preferences and suggests a possible way to advertise streaming services more successfully. Additionally, it aims to improve the relationship between viewers and brands, providing advertisers who work with GroupM with quantifiable results.
GroupM’s Ad Innovation Accelerator plans
This Year, Next Year 2023 End-of-Year Forecast from GroupM predicts that CTV advertising in North America will rise 14.9% in 2024, up from 9.4% in 2023. Early in 2024, the newly established working group will meet. GroupM’s Ad Innovation Accelerator partners have mutually decided to:
- Arrange quarterly meetings and recurring innovation sessions to set objectives. Decide on outputs for newly developed advertising models and techniques.
- In Q1 2024, start pilot projects.
- Utilizing test-and-learn methods, co-create advertising formats for agnostic use throughout the media ecosystem.
- Examine the effectiveness and efficiency of media campaigns by applying the most recent standards and procedures.
Members of the working group will work closely with GroupM advertisers. They indicate a desire to test novel formats and procedures. Early in 2024, benchmark testing will be completed in advance of 2024-2025 upfront planning. Throughout 2024, GroupM’s Ad Innovation Accelerator will expand to additional markets. It will create and test novel ad formats for both established and new media.
Read More: GroupM and Google Announce Post Third-Party Cookie Readiness Program
Here’s what they said
Andrew Meaden, Global Head of Investment, GroupM said,
We have to craft a future of our industry where engagement, innovation, and outcomes converge. As we shape the next era of media where advertising works better for people, it is critical we continue to innovate new advertising experiences with our partners around the world to ensure brands are meeting audiences where they are. With more ad-supported options emerging, advertisers must respect audiences’ preferences and use cutting-edge technology to deliver more personalized content.
Mike Fisher, Executive Director, Investment Innovation, GroupM U.S. commented,
Brands advertising in ad-supported streaming environments have an incredible opportunity to engage with attentive consumers, but the rapidly evolving media landscape makes it difficult for advertisers to efficiently and resourcefully launch interactive advertising campaigns. Our clients need a simple way to activate interoperable and attributable campaigns across the ad-supported streaming ecosystem. With key stakeholders at the same table, we will shape impactful outcomes that allow advertisers to execute creative, engaging and effective campaigns.
Matt Sweeney, Chief Investment Officer, GroupM U.S. added,
Building on a legacy of setting industry benchmarks and driving responsible media investment, our program is rooted in shared discovery, proven success and forward-thinking. We’re encouraged by our partners’ collective commitments to impactful advertising and their leadership in advancing new ad formats, specifically for streaming video. Uniting partners with varying objectives to streamline ad development will have a multitude of benefits for our advertisers, ultimately allowing for quick iteration and better interoperability across platforms. That’s a win-win for our industry.
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VideoAmp Introduces Commingled ID Solutions for Cookie-less Future
VideoAmp has introduced its proprietary commingled identity (ID) solution. It combines top-notch identity assets from several providers into a single graph. It gives content creators and advertisers more confidence that their targeted demographics and advanced audiences are being reached across all platforms. The solution, which is currently available to users of VideoAmp measurement software, is made to maximize accuracy and scalability in reaching sophisticated audiences and targeted demographics across platforms.
VideoAmp’s Commingled ID Solutions
VideoAmp uses clean room technology to safely consume high-quality identifiers like hashed emails, signed-in users, IP addresses, and device IDs in a way that never exposes customers’ personal identifiers to VideoAmp, its partners, or clients. This is VideoAmp’s solution to a future without cookies while maintaining user privacy. With the help of first-party data, VideoAmp’s ID graph supports advanced targeting and gives clients a complete platform-wide solution for connecting and interacting with their most valuable audiences. In comparison to a solution from a single provider alone, it also demonstrates average measurement match rate increases of 79% for pixels and 60% for clean rooms. Although VideoAmp is not the first tech company working with advanced currencies to offer a commingled ID graph, it is purportedly the first measurement company to do so.
Google’s ban on third-party cookies
Google’s impending permanent ban on ID cookies will occur after the majority of the marketing ecosystem has moved on. Ultimately, advertisers have been compelled by necessity to come up with alternate methods for locating (and monitoring) customers who are most likely to purchase their goods or services. A more recent option in the video space comes from the measurement company VideoAmp. Its cleanroom technology now allows different ID sets to be commingled.
Read More: Disney+ Introduces First-Party Audience Targeting, Programmatic Buying Via PMP
Core Benefits
VideoAmp’s commingled ID solution offers the following main advantages:
Enhanced precision and scale
When compared to a solution based solely on one provider, VideoAmp’s proprietary fusion of identity assets heightens both accuracy and scale. Furthermore, it demonstrates average measurement match rate increases of 79% on pixels and 60% for clean rooms.
Unified Audience View
Throughout the journey, VideoAmp’s ID Graph will serve as a single, reliable source of information. It will deliver a consistent image of audiences.
Future-Proof Design
VideoAmp’s ID Graph supports high-quality identifiers through its data clean room, and it is designed with privacy in mind.
Universal Interoperability
With universal interoperability, major identity providers are designed to work with it.
Commingled ID for data assets
The measurement ethos of VideoAmp is to commingle data assets. It will provide higher levels of precision, efficiency, and accuracy than could be possible from separate data sources. One of the first companies to integrate big data was VideoAmp. It developed and refined the process of fusing Set-Top-Box and Smart TV. This resulted in one of the most extensive and reliable datasets available today. The company has experienced tremendous momentum in its adoption as a media currency among publishers and advertisers. This is because VideoAmp’s measurement solutions are accurate and are now supported by the best identity solution in the industry.
Here’s what they said
Megan Pagliuca, Omnicom Media Group North America’s Chief Activation Officer said,
The capability to directly match our census-level Omni ID with VideoAmp’s new commingled identity solution, will deliver better scale and more accurate plans for our clients by improving match rates with our partners on advanced audiences. OMG’s clients will now be able to dive deeper, beyond demographics, with some of the most premium content producers in the world, enabling them to deliver more relevant ads to the right consumers.
VideoAmp’s Chief Technology Officer, Tony Fagan stated,
Every use case for advertising measurement and currency today hinges on identity as the lynchpin for quality, accuracy, and effectiveness. With the advancements and speed of innovation in this space, we wanted to implement an identity solution that not only keeps up, but sets a new standard for targeting and precision. The better we get at identity, the better we get at everything. We didn’t find a solution that accounted for the gaps and discrepancies we were seeing, so we created one. The launch of our commingled identity solution means more impressions delivered to advertisers’ intended audiences, so they can deliver better ROI.
Read More: Dentsu Pioneers Audience Acquisition with VideoAmp Partnership
PubMatic and Intent IQ Join Forces with Strategus for CTV-to-iOS Retargeting
Intent IQ and PubMatic have joined forces with Strategus, a technology company that develops cutting-edge solutions for programmatic CTV advertising campaigns. The partnership will enable the retargeting of iOS users who have seen CTV advertisements. Advertisers can now reach valuable iOS audiences with the new cookie-less audience activation solutions, which improve CTV campaign results.
CTV-to-iOS Retargeting
As of June 2023, 54% of mobile phone users in North America were iOS users, according to Statista research. Apple iPhone owners are a desirable, young, affluent demographic that is often hard to target in digital advertising campaigns. The new Strategus solution combines the industry-leading knowledge of both companies in cookie-less and CTV advertising to successfully retarget iOS users. It is powered by the integration of Connect, PubMatic’s fully integrated and comprehensive audience platform, and Intent IQ’s cookie-less audience activation tool.
Intent IQ – PubMatic
- On behalf of its publisher partners, Intent IQ gathers and enhances data signals from over 800,000 websites. It generates a cookie-less audience that includes 180 million North American users for privacy-protected audience targeting and retargeting on their iPhones, Safari, and other cookie-less browsers.
- Using a Deal ID targeted at a custom audience of iOS users defined by first-party or third-party data, joint PubMatic-Intent IQ advertising partners can easily activate the addressable cookie-less audience that is integrated into PubMatic Connect.
- Leading CTV-managed service provider Strategus can identify viewers of CTV ads. It can retarget them directly on their iOS devices. It is all thanks to the combined PubMatic-Intent IQ integration, which enhances campaign performance for CTV brand clients.
Read More: PubMatic Announces Groundbreaking Data Collaboration with Experian
Here’s what they said
Joel Cox, co-founder and senior vice president of strategy and innovation at Strategus said,
This new technology solution is a significant breakthrough, as CTV advertisers can now retarget iOS users for the first time. The cookieless, privacy-safe approach to retargeting makes it possible for our CTV customers to improve the performance and maximize the ROI of their advertising campaigns.
Fabrice Beer-Gabel, Vice President of Strategy at Intent IQ added,
By combining our patented distributed identity technology with PubMatic’s programmatic infrastructure and Strategus’ CTV expertise, we can help marketers deliver immediate and improved value for their CTV advertising while also targeting the coveted iOS audiences. The new solution, powered by our cookieless universal ID and audience activation suite, will enable both better ROI for marketers and improved monetization for publishers.
Peter Barry, VP of Addressability and Commerce at PubMatic stated,
Buyers are increasingly looking for solutions that combine consumer privacy and advertiser ROI across channels and formats at scale. We are excited to be part of this collaborative effort to enable our clients to activate iOS audiences for CTV campaigns. Through innovative solutions like this, we look forward to helping publishers and buyers move beyond the limitations of anonymous targeting solutions to drive superior outcomes.
Read More: PubMatic Partners with PhonePe for Premium Mobile App Inventory and Audiences
OpenX Announces TV+, An Ongoing Initiative to Maximize Biddable CTV
One of the top global omnichannel supply-side platforms, OpenX Technologies, has announced the launch of TV+, a continuous project to maximize CTV’s potential by fusing the most potent elements of programmatic and linear buying models. Due to an over-indexing of intermediaries in the current CTV landscape, buyers are unable to purchase in biddable media environments efficiently. Furthermore, it’s common for agencies and brands to pay CTV CPMs without having complete visibility into what they’re purchasing.
The CTV Landscape
Buyers cannot confidently rely on their KPIs when non-TV content is labeled as CTV, devaluing publishers’ premium content. With immediate effect, OpenX will remove all resellers from its CTV inventory pool in TV+’s initial phase, . This action also guarantees that publishers receive a fair portion of sales, which supports the creation of excellent content for users. Furthermore, OpenX is going to eliminate all non-TV content from its CTV inventory, which includes gaming UGC, OTT, mobile, and fireplace apps. Although OpenX intends to monetize these kinds of inventories as online video instead of CTV, this TV+ phase appropriately categorizes content, offering more exclusive advertising opportunities, a distinct inventory value, and more precise measurement.
What’s in it for publishers?
Publishers may confidently place their premium inventory into biddable environments as part of TV+’s initial step toward transforming programmatic CTV into a premium marketing opportunity, all the while providing brands and agencies with complete transparency into what they’re purchasing. TV+ provides publishers, agencies, and DSPs with an equitable and transparent value exchange through these innovations. Buyers can access direct premium publisher integrations on over 110 million measurable “glass-on-wall” devices by subscribing to TV+. Visibility into impressions is provided by log-level data, and transparency and control are enhanced by this access to direct-sourced inventory. Additionally, by guaranteeing that they are receiving premium content, this initial TV+ phase protects the interests of consumers.
Read More: OpenX Launches ConteX: A Flexible, Contextual Advertising Marketplace
Here’s what they said
Adam Roodman, SVP of product strategy and management at Yahoo said,
CTV is a powerful channel for marketers to reach and engage with their audiences. As this happens, solutions that prioritize control and transparency will enable buyers to lean into their KPIs in biddable CTV environments, helping them further realize the full promise of programmatic CTV.
Ashwin Navin, co-founder and CEO at Samba TV added,
As more marketers choose CTV for incremental reach over linear, there’s tremendous value for the ecosystem in scaling reach beyond direct buys. Solutions that provide trust and transparency empower data providers to scale audiences in CTV and digital while increasing confidence in biddable environments and optimizing working media.
Chris Kane, founder of Jounce Media stated,
The long-term growth of biddable TV advertising requires buyers and sellers to have confidence in marketplace integrity. OpenX’s TV+ creates these conditions, ensuring media buyers get the quality they expect from their TV investments and ensuring media owners, not supply chain intermediaries, are the beneficiary of those investments.
Geoff Wolinetz, SVP of publisher and demand platforms at OpenX commented,
I’ve spent the majority of my career in TV, and ensuring that CTV doesn’t repeat the same cycles as digital is imperative to the success of programmatic TV. As we embark on creating the future of CTV, we have the opportunity to make programmatic TV more efficient and effective by ensuring content is fit for purpose, accessed directly, and demand and supply partners have transparency across the value chain. This will positively impact buyer confidence, enabling them to implement key strategies such as incremental reach.
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Basis Partners with LG Ad Solutions for U.S. CTV Political Advertising
Global pioneer of programmatic advertising and media automation solutions Basis Technologies and global leader in connected TV (CTV) and cross-screen advertising LG Ad Solutions have announced an exclusive partnership for the activation of U.S. political advertising, which will take effect immediately and last until the end of 2024. Through the Magnite supply-side platform (SSP), advertisers will have access to stock on all content viewed on LG TVs, including LG’s FAST channels and premium Connected TV apps.
The partnership gives all political advertisers access to LG Ad Solutions’ proprietary authentic content recognition (ACR) data for targeting and measurement solely through Basis Technologies’ platform. This data is expected to surpass a 50% share of digital ad spending for the 2024 election, totaling more than $1.3 billion.
The Benefits of Basis Technologies and LG Ad Solutions CTV Political Advertising
Big data and enhanced targeting
The capacity to geo-target homes in particular congressional and state legislative districts, leverage first-party data from advertisers for improved strategies, and access LG’s exclusive ACR data from 35 million US LG Smart TVs, as well as voter file data from all significant third-party sources.
Premium data support and inventory
Supplied by Magnite, the biggest independent SSP in the world. Advertisers can view premium CTV apps and LG’s exclusive FAST Channels, as well as other high-quality content, on LG TVs with ease and transparency.
Read More: PubMatic Integrates with FreeWheel, Expands CTV Ad Inventory
Outcome-based evaluation
Using data from LG Ad Solutions, outcome-based ACR targeting includes conquest targeting of audiences exposed to opposition advertisements, the incremental reach of audiences not exposed to linear TV, and incremental frequency through retargeting of linear audiences.
Technology platform designed for politics
The turnkey system with streamlined workflows for quick approval of political ad creatives. Furthermore, it is designed with the special regulations and specifications of political advertising in mind.
Adaptable purchasing techniques
Deals via direct IO, private marketplace (PMP), and programmatic guaranteed
Committed political team
One billion CTV ad impressions were supported for the 2022 midterm elections by an experienced ad operations and client service team.
Read More: TV9 Network Partners With JioTV and JioTV+ for Enhanced Mobile and CTV Reach
Basis Technologies’ unique buying options
For sixteen years, agencies and consultants involved in politics, public affairs, and advocacy have trusted Basis Technologies. Across all platforms and channels, its Basis platform offers an extensive assortment of distinctive purchasing options. It makes use of all significant creative types and formats. Since 2007, Basis Technologies has provided digital media support to more than 2,500 issue advocacy advertisers, independent expenditure committees, and political campaigns.
Here’s what they said
Serge Matta, President, Global Ad Sales at LG Ad Solutions said
TV advertising has long been a pivotal element of political marketing. However, as traditional linear TV viewership declines, as Basis’ ad spend data indicates, CTV advertising became the dominant story across the 2022 elections with continued growth expected in 2024. With each passing election cycle, ad-supported streaming TV services, such as those offered by LG, are emerging as critical channels to reach voters. We chose Basis Technologies because of its well-established reputation in the political space, and because of the success this partnership will drive for political CTV advertising campaigns up and down the ballot.
Tyler Kelly, President, of Basis Technologies added,
LG Ad Solutions’ direct-to-glass CTV advertising will be a game-changer for 2024 campaigns. Basis Technologies has built, with great success, the technology and services that meet political advertisers’ specific needs. Our 2020 U.S. election campaigns alone showed a 70% win rate. The addition of LG Ad Solutions data, premium inventory and sophisticated targeting and measurement will be a true advantage for political advertisers looking for rapid and turnkey activation throughout the entire election season.
Bill Redding, Founder, WKQ Media commented,
Campaigns are won in the details and I’ve seen Basis Technologies bring those details to light over numerous years. Its technology delivers a full media planning toolkit for precise targeting and real-time analytics, streamlining the complex world of digital ad buying into actionable insights. Basis is an unparalleled platform for electoral success, combined with LG Ad Solutions and Basis having the best political teams in the business—this partnership is powerful.
Andrew Finnan, Executive Vice President, of The Prosper Group, stated,
Access to unique, premium CTV ad opportunities in the tight crunch of general elections is incredibly valuable. Having this targeting data from LG Ad Solutions exclusively available through the Basis platform for political advertisers combined with this class of premium inventory offers scale and speed, allowing us to better compete for the attention of voters.
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TV9 Network Partners With JioTV and JioTV+ for Enhanced Mobile and CTV Reach
The largest television news network in the country, TV9 Network, has partnered with JioTV and JioTV+, the LIVE TV streaming service run by Reliance Industries’ Jio Platforms Limited. A new era of television viewing is about to begin thanks to this innovative partnership, which will increase TV9 Network’s visibility on CTV and mobile. It is a significant step toward providing viewers with a seamless, enhanced television experience enabled by state-of-the-art technology. It also promises to improve the relationship between TV9 Network and its audiences. Furthermore, it will give them simple access to the wealth of content the network has to offer.
Strategic collaboration for CTV and mobile offering
Seven premium TV9 Network channels will go live on JioTV and JioTV+ as part of this partnership. It will provide JioTV and JioTV+’s enormous and varied user base with a wide variety of news, entertainment, and infotainment programming. TV9 Bharatvarsh, TV9 Telugu, TV9 Kannada, TV9 Marathi, TV9 Gujarati, TV9 Bangla, and the most recent English News9 from the network are among the channels available.
JioTV is a live television streaming service that offers more than 1000 channels across 12 genres, 15 languages, and 200+ broadcasters. JioTV provides free access to LIVE TV and seven-day catch-up on smartphones and tablets with Jio SIM cards. On the other hand, JioTV+ is a connected TV device that offers the greatest OTT packages. This is in addition to linear channels for TV screens that are powered by Jio Fiber and WiFi. TV9 Network hosts a large user base that includes both urban and rural areas. With this partnership, it will be able to reach a more diverse and wide-ranging audience with this partnership. JioTV and TV9 are dedicated to providing excellent news content to a wide range of viewers, making the network’s offerings easily accessible.
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This collaboration is expected to revolutionize the Indian media and entertainment scene. It will provide viewers with a more engaging and easily accessible television experience, regardless of their location.
Here’s what they said
Raktim Das, Chief Growth Officer (Broadcasting and Digital) at TV9 Network said
With cutting-edge content and robust distribution, TV9 Network has disrupted the news media industry in the country. This collaboration aligns perfectly with our mission to bring credible, informative, and engaging content to viewers across the country. The fact that all our seven channels are now available on the JioTV and JioTV+ platform reflects our unwavering commitment to keeping our viewers informed and connected. Our collaboration with JioTV and JioTV+ is a testament to our dedication to innovation and customer-centricity. We believe this strategic alliance will not only help us expand our footprint but also provide our viewers with unparalleled convenience and access to their favorite TV9 Network channels. We are excited about the future prospects of this partnership and look forward to creating compelling content for our new and existing viewers.
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Paramount Launches Conduit that Directly Integrates Major Programmatic Platforms
Paramount developed an additional layer to its connected TV ad tech to control where advertisements appear for its streaming apps across various distribution channels. Conduit is a new product from Paramount Advertising that seamlessly integrates with CTV programmatic platforms to promote scalability and interoperability for advertisers. The platform is made to address a few challenging issues in the fragmented CTV market, such as tracking ad frequency and preserving rival brand separation in ad blocks. It is the programmatic ecosystem’s first worldwide direct integration layer in the industry.
Conduit – Helping connect the dots
Broadcast partners have been under pressure from advertisers to provide more interoperability. However, in the past year, marketers have increased their pressure on programmers to enable ad buying from a variety of SSPs. The company has been working on Conduit since the launch of EyeQ in 2020—Paramount’s CTV ad-selling platform that combines Paramount+ and Pluto TV inventory. Conduit is referred to by Paramount as the best global direct integration layer for the programmatic ecosystem. This includes vital demand solutions from Amazon Publisher Services as well as Magnite, Google Ad Manager, and all other significant SSPs. Conduit’s goal is to standardize everything related to connected television, including ad choices and operations. The system is already live, in-market, and fulfilling more than 600 million bid requests per day. Furthermore, it serves more than 50,000 unique bids.
Read More: Paramount Elevates CTV Advertising with Interactive Product Suite Expansion
CTV Solution for Programmatic Scalability and Efficacy
Currently operating on the market, the system processes over 600 million bid requests daily. Additionally, it handles over 50,000 distinct bids. Conduit is just Paramount’s most recent announcement of an advertising solution. The product is an intelligent, real-time, neutral integration layer for EyeQ. It offers exposure data, clean, actionable planning, and ad frequency management. Conduit, according to the company, is based on a unified instance of FreeWheel, which enables Paramount to swiftly and effectively adjust to partner needs. A buyer using an SSP that wasn’t linked to FreeWheel can still access CTV inventory directly from Paramount via Conduit.
Here’s what they said
The company in its statement said,
At Paramount, we take this problem seriously. We have dedicated enormous resources to find a way to solve this problem. With all systems connected, every deal type is eligible on every ad break and key data is known to eliminate repetition and coordinate a TV-quality ad experience. Conduit allows Paramount to finally delivers the true promise of addressable advertising in CTV: the right ad, to the right person at the right time.
FreeWheel general manager Mark McKee added,
Our unified ad-decisioning platform was designed to allow clients, like Paramount, to build upon our capabilities to meet their specific programmatic needs. In this case, Conduit utilizes the FreeWheel platform to make a unified decision on Paramount’s behalf, enabling advertisers to tap into the scale of Paramount’s global portfolio in a way that optimizes ad spend and maintains a premium advertising experience for consumers.
Magnite senior VP, of platform revenue Mike Laband stated,
We’re excited to expand our partnership with Paramount to include integration with its Conduit solution. Magnite’s ad server, SpringServe, is integrated with Conduit to enable monetization across Paramount EyeQ and its other properties through Magnite Streaming.
Read More: Paramount to Utilize iSpot As Currency Measurements for TV Ads
PubMatic Integrates with FreeWheel, Expands CTV Ad Inventory
PubMatic, an independent technology firm that develops the future supply chain for digital advertising, recently unveiled a new integration relationship with FreeWheel. The latter is a worldwide technology platform for the television advertising sector. Activate is an end-to-end direct buying solution from PubMatic SSP. Its users will now have direct access to exclusive publisher-connected TV (CTV) ad inventory via Comcast-owned FreeWheel thanks to the new connection.
Advantages and fresh potential for the CTV ad environment
A wider, more diverse pool of premium CTV ad inventory will be made accessible to ad buyers working with PubMatic. This is thanks to the agreement, which will also provide FreeWheel publishers access to campaign budgets that are only available through Activate. Two major advantages and new capabilities for the TV ad ecosystem will result from the new alliance.
- With PubMatic, ad buyers will now have improved and easier access to a broader and more varied pool of premium CTV ad inventory.
- Only through Activate will specific marketing budgets that are only available to FreeWheel publishers be made available.
By doing this, the two businesses hope to promote transparency, efficiency, and interoperability for buyers and sellers of premium CTV ad inventory.
Here’s what they said
Nicole Scaglione, VP, CTV/OTT and Video, PubMatic said,
Since launching this year, Activate has gained traction worldwide as the end-to-end supply path optimization solution of choice for agencies and advertisers. FreeWheel has been an important PubMatic partner for many years, and we look forward to deepening our relationship through this integration, giving buyers more control over their CTV investments.
Jon Mansell, VP, U.S. Head of Demand, FreeWheel added,
In integrating with PubMatic’s Activate, our goal is to drive incremental demand for publishers while giving advertisers more control and choice into how publisher inventory can be purchased. We hope that by doing so, we can drive more growth, momentum and innovation in today’s TV ad ecosystem.
Anthony McDonagh, Chief Trading Officer, dentsu stated,
At dentsu, we’re constantly innovating to provide new, technology-enabled media solutions to fuel growth and drive the best possible outcomes for our clients. This partnership between FreeWheel and PubMatic allows our teams to have more insights into where our clients’ advertisements are appearing, giving us the opportunity to improve performance and is meaningful progress in simplifying the supply-chain.
Read More: PubMatic Launches ‘Activate’ in Asia-Pacific for Premium Inventory
Paramount to Utilize iSpot As Currency Measurements for TV Ads
In an announcement, Paramount Global and TV measurement provider iSpot.TV stated that they have reached an agreement to use iSpot currency measurements to measure and transact national TV advertising campaigns across Paramount’s top media and streaming platforms in the U.S. Technology interfaces between the two businesses are now being finished to allow quick, seamless advertising transactions inside Paramount’s systems and licensed systems. Given the longstanding relationship between the two businesses, the announcement is a logical progression. Beginning in the first quarter of 2024, Paramount is anticipating measuring and conducting business using iSpot data.
Paramount chooses iSpot.TV for currency measurements
Collaboration between Paramount and iSpot has fostered market innovation for almost a decade. It has enabled new attribution models to focus attention on metrics and business. Additionally, it provides outcome capabilities that allow effective and transparent measurement and monetization of fragmented viewership. By utilizing the best measurement data and cross-screen capabilities, Paramount will be able to give its clients greater insight and options in the activation and evaluation of campaigns.
Read More: Paramount Elevates CTV Advertising with Interactive Product Suite Expansion
iSpot Unified Measurement
The connection includes the application of iSpot Unified Measurement, which combines linear and streaming viewing into a single cross-screen metric. Measurements by channel, publisher, and service type are made for on-target and incremental reach, ad frequency, and linear and streaming overlap. The agreement is part of Paramount’s continued commitment to work with businesses that are introducing novel and sophisticated measurement methodologies in support of a future with many currencies.
Currency measurements alternatives
NBCUniversal has helped iSpot become a recognized national currency. Additionally, it will start with Amazon Prime for “Thursday Night Football.” So far among the Nielsen alternatives, competitors Comscore and VideoAmp have acquired broader currency status. Both currencies are recognized by Fox Network, TelevisaUnivision, and Warner Bros. Discovery. The Joint Industry Committee (JIC) granted conditional certification to the three alternatives last month. It is unknown whether Nielsen’s big data plus panel product will be made available to Paramount as a currency alternative. As a probable first step toward a more extensive MRC examination of its data, iSpot also gained Media Rating Council accreditation last month for its ad catalog.
Read More: NBCUniversal, In Latest Blow To Nielsen, Elevates iSpot To Ad Currency
The Joint Industry Committee
The JIC was established around significant TV media sellers and launched in January 2023. Several media agency groups afterward joined it. The JIC intends to offer substitutes for Nielsen measurement, which has been utilized for decades by both buyers and sellers of currency.
Here’s what they said
John Halley, President of Paramount Advertising said,
Paramount has taken the lead in accelerating new measurement and currency enablement because the future of our industry depends on it. We are committed to supporting all new currency providers certified by the U.S. Joint Industry Committee, and we look forward to bringing greater transparency and flexibility to the way TV is transacted and measured. Our partnership with iSpot helps facilitate that goal.
Sean Muller, iSpot CEO and Founder added,
At the heart of new currency initiatives are ad buyers making more sophisticated investment decisions based on faster and more accurate cross-platform measurement. To its credit, Paramount has long been among the leaders of the marketplace with its investment in infrastructure, its willingness to transact on advanced audiences, and its embrace of new forms of measurement that better quantify the effectiveness of advertising.
Read More: iSpot Acquires 605 To Boost TV Measurement, US Data Footprint
Czech Republic’s Media Club Launches Programmatic Video Ad Buying
The Media Club company in the Czech Republic has introduced new programmatic video ads buying for internet-connected TVs. With only one interface, it offers the potential for specialized programmatic advertising planning in the prima+ video collection, HbbTV, smart TV programs, Samsung, LG, Android TV, and IPTV operators.
Programmatic video advertising
Through Adform’s private deals across TV platforms, Media Club is the only company on the market to give the option to purchase video ads programmatically. It is accessible through the Prima Group channels and the prima+ video archive. The Media Club’s video inventory, which receives over 25 million monthly video views from viewers of Prima Group channels, is now available to advertisers. Media Club guarantees clients 100% visibility of their ad because the TV screen is typically the largest display in the home.
Read More: Roku and Spotify Collaborate to Introduce Video Ads To Roku App
Advertising in Connected TV
A connected TV has an average audience size of 1.3 viewers, according to Nielsen Atmosphere’s statistics. Additionally, a high level of completion is ensured. Even in a video that lasts 20 to 30 seconds, unskippable advertising with a duration of 6 to 15 seconds ensures 100% completion. Similar technical requirements apply to marketers for in-stream video advertising.
Additionally, according to an ongoing study, 29% of homes with televisions access paid video libraries. Premium video libraries are used by 44% of families that claim that IPTV is their primary source of TV material. Through connected TV advertising, the contracting authority can reach viewers of paid video stories.
Here’s what they said
Michal Jun, deputy sales director of Media Club’s online division said,
Clients are already using video advertising in connected TV as part of direct sales. We have now also connected the technology through private deals with technology partner Adform. We see great potential in CTV and we will improve it in the future.
Read More: Adverty Launches First Programmatic VAST Video in In-Play Ads
