CTV Industry Develops Independent Measurement Amid Ongoing BARC Ratings Blackout
· 6h ago · Originally reported by Exchange4Media
With the BARC ratings blackout continuing, the connected TV (CTV) sector is moving forward with plans to establish its own independent measurement system. This initiative aims to provide reliable audience data for CTV platforms in the absence of traditional ratings.
Why it matters
Accurate measurement is crucial for advertisers and publishers to understand viewership and allocate budgets effectively. The CTV industry's move could reshape how digital TV audiences are tracked and valued.
Explain it like I’m new here
It's like when your school stops giving out report cards, so the students decide to make their own way to track grades.
Read the original at Exchange4Media
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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