Programmatic Measurement Pulse

CTV ad fatigue stems from repeated exposure to the same creative, not overall ad load. Fragmented platforms make household-level capping difficult,...

• CTV platforms often cannot identify specific shows for most ad impressions, relying on self-declared categories instead.
• Attribution fails without...

• VFC partners with AudienceProject to create Australia's first independent cross-media video measurement solution, leveraging existing global...

Governance gaps in AI ad measurement risk repeating programmatic mistakes, as the IAB develops an LLM framework while platforms retain control over...

• Key change: Video Futures Collective (Amazon Prime, Disney, Netflix, YouTube, others) partners with AudienceProject for Australia's first...

• ANA data shows only 45 cents of every programmatic dollar reached working media in 2026, up from 36 cents in 2023.
• CTV drives the inefficiency...

• What changed: Nexxen launched uniform specs for Smart TV home screen inventory across OEMs, enabling standardized programmatic bidding via DSPs.
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• Blocklist update: Pixalate now flags dangerous and fraudulent CTV apps via combined IVT signals and app store compliance indicators.
• Supply path...

• Philo launched pause ads via both programmatic and direct channels simultaneously, first publisher to do so.
• Pause ads generate nearly twice the...

Nielsen’s $2.15B DoubleVerify acquisition intensifies consolidation pressures on independent ad measurement.

• DSP/SSP impact: Platforms must reassess...

VideoAmp is cutting 20% of staff and dropping its CTO role to pivot from Nielsen competitor to AI-powered marketing outcomes provider, underscoring how agentic AI is reshaping cross-screen measurement competition.

• Budget maturation: 30% of large-screen media budgets now shift to CTV as it becomes a staple rather than experimental line item.
• Measurement...

Viant is feeding TVision attention data (presence, eye-tracking, co-viewing) directly into its DSP to adjust CPMs at the pod and slot level rather...

Viant is routing TVision's camera-based attention signals (presence, eye-tracking, pod-level) directly into its DSP to adjust CPMs in real time based...

• $2.15B Nielsen-DoubleVerify merger aims to unify CTV measurement solutions
• IAB report: 43% of buyers lack full trust in CTV inventory quality...

• Nielsen acquires DoubleVerify for $2.15B all-cash deal to merge audience measurement with ad verification.
• Combined entity targets omnichannel CTV...

Nielsen's $2.15B all-cash acquisition of DoubleVerify will combine linear TV ratings with digital ad verification.

• What changed: Deal expected to...

• Combined offering pairs Nielsen's cross-platform audience data with DoubleVerify's MRC-accredited verification for a single source scoring both...

• Viant earned the 2026 MarTech Breakthrough “CTV Innovation Award” for its CTV and AI platform.
• TVision delivers second-by-second attention,...

• Roku/Omnicom research shows CTV home screen ads deliver strong brand lift and favorability plus a 40% decrease in cost per action
• 125 million...