Programmatic Measurement Pulse

IAS Media Quality Report 2026

• 🔥 Video Viewability Lead: Global video viewability hit 79.7% versus 67.9% for display per the IAS 21st Media...

• Peer39 clients achieved 97.51% video completion rates in Q2 2026, outperforming typical non-skippable CTV ranges.
• Fake CTV exposure dropped to...

• Video viewability leads at 79.7% globally vs 67.9% for display (11.8-point gap), widening as attention drives outcomes.
• Mobile web display shows...

• New integration: Happydemics brand lift platform now embeds directly into Adzymic’s AgenX agentic suite for in-flight optimisation across CTV, video...

Standards Updates

• 🔥 IAB Video Definitions Standard: IAB's Redefining Media Types standard is open for public comment until August 8, introducing...

The shift from reach and impressions to attention metrics is gaining traction as brands seek better links between ad delivery and outcomes like...

• New RMT Standard open for comment through August 8 creates two-layer classification: macro buckets for strategic planning based on consumer...

• tvScientific by Pinterest launched a Certified Measurement Partner Program with launch partners Incrmntal, Measured, Singular, and WorkMagic to...

Doceree introduced a unified Closed Loop Measurement framework spanning nine channels including Point of Care, programmatic, and CTV for healthcare marketing. This provides integrated outcome tracking tailored to regulated verticals.

• Viant-Publica by IAS integration gives advertisers direct access to premium CTV inventory, improving signal quality, working media, and campaign...

tvScientific by Pinterest launched a certified measurement ecosystem that unites trusted analytics providers to help advertisers measure business...

• Video viewability hits 79.7% globally, beating display by 11.8 pp.
• Attention-optimized video campaigns delivered up to 313% higher sales lift.
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• New metric launch: xpln.ai introduced Ideal Attention Time (IAT), a predictive tool quantifying attention a creative needs before media spend.
• Key...

• Fragmentation causes meaningless frequency caps and no cross-platform deduplication across Roku, Samsung, and FAST
• Completion rates fail as impact...

• New metric: xpln.ai launched Ideal Attention Time to define optimal ad attention duration
• Core value: Enables advertisers to measure, understand,...

• Nearly 5% of OpenRTB impressions sold as CTV were actually non-TV devices, per 51 Degrees analysis of 11m impressions.
• Mislabeled inventory...

• Pause ads trigger on natural viewer pauses, avoiding content interruption.
• 43% of viewers find them more memorable than standard CTV spots.
• 92%...

• Peer39 ingests publisher content IDs to map ads to exact shows in open auctions, creating impression-level tracking without user or household...

• CTV Ad Pulse launched by TAM Media Research and VTION during IPL to merge ad tracking with CTV audience intelligence.
• Addresses co-viewing by...

• Whisper is moving from reach-based metrics to attention and engagement as audiences fragment across TV, OTT and mobile.
• New partnership with...