CTV Measurement Faces Challenges from Outdated Audience Metrics
· 2h ago · Originally reported by AdExchanger
Connected TV (CTV) ad spending has overtaken traditional linear TV for the first time, but measurement practices have not kept pace. The industry is still relying on legacy metrics that may not accurately reflect CTV audiences.
Why it matters
As advertisers shift more budgets to CTV, using outdated measurement methods could lead to misinformed decisions and wasted spend.
Explain it like I’m new here
It's like using an old ruler to measure a new kind of shoe—you might not get the right size.
Read the original at AdExchanger
Terms in this story
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.
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.
Linear TV
Linear TV is traditional scheduled television, broadcast, cable or satellite, where viewers watch programmes at the time the channel airs them, with ad breaks sold to all viewers of that channel.
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