The TV Industry Will (Finally) Shift To New Currencies In 2023
TV industry executives discussed next steps for measurement and alternate currencies at CES in Las Vegas. Expect a heightened focus on ACR, calibration panels and advanced audiences.
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Claudio Marcus
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Comcast Picks VideoAmp As The First Alt Measurement Provider To Use Its Data
On Thursday, Comcast announced it’s licensing its first-party data to VideoAmp. New types of inventory have become more widely available, but measurement hasn’t kept up, said Claudio Marcus, VP of strategy at Comcast Advertising. But the goal is still all about optionality. In order to foster innovation, competition and choice, Comcast will be taking on other partners.
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Visible World Taps FourthWall To Support Addressable TV Ads
Addressable TV ads company Visible World is working with FourthWall Media to make it easier for cable operators to deploy Household Addressable TV Advertising across any of the major cable operators’ set-top boxes. FourthWall Media purchased digital TV ad management platform Navic from Microsoft in May 2012. Following that deal, Navic was folded into FourthWall’s […]