From the ADOTAT archive, June 2023
The Evolution of CTV Measurement
ADOTAT looked at why connected TV measurement lagged its growth: little transparency, imprecise audiences and unreliable data, and what a new generation of measurement tools promised to fix.
Questions and answers
Why is CTV hard to measure?
Inventory is fragmented across apps and devices, publishers share limited data, and household-level identity is inferred rather than known.
How is CTV measured today?
Through a mix of panels, automatic content recognition data from TVs, and household identity graphs, with no single accepted currency.
What ADOTAT has covered since
The original article
The Evolution of CTV Measurement, by Pesach Lattin, first published on ADOTAT in June 2023.
About ADOTAT
ADOTAT is an independent, reader-supported publication covering advertising technology, ad fraud, programmatic economics and the holding companies that run the business. Founded and published from Phoenix, Arizona, by Pesach Lattin, a former Secret Service Electronic Crimes Task Force investigator, co-founder of LeadsCon and former CEO of the ad network Vizi. ADOTAT takes no paid placement in editorial. Subscribe free or read the full archive.
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