Programmatic Measurement Pulse

• Strategic shift: DoubleVerify pivots to CTV and social media verification amid market shifts.
• New ad formats: Focus on navigating emerging...

Key update in CTV ad measurement:

• New capability: Tracks ads across live streaming on CTV and mobile devices
• Measures: Advertising occurrences and...

• New capability: OpenX adds attention targeting add-on in OpenXSelect curation tool, powered by TVision's panel tracking eyes-on-screen (2.5+ seconds...

Key changes and implications:

• New integration: Lumen adds patented eye-tracking attention measurement to Netflix ads in UK, Germany, France, Italy,...

• 67% EU marketers plan CTV budget increases (UK 77%), yet 41% struggle navigating platforms/tools.
• DoubleVerify flags opaque CTV supply paths,...

• Amazon DSP integration: Advertisers can target Netflix ad-tier using Amazon's shopping, streaming, browsing segments for lifestyle indicators.
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Key developments in TTD's Ventura Ecosystem:

• First partners onboard: Independent TVOS V and ad-tech Nexxen integrate as initial collaborators, live...

• New partnership launched: AudienceProject and The Trade Desk announced a formal collaboration.
• Focus on CTV: Targets measurement across CTV...

• Attention rivals identity resolution as CTV's core challenge, especially with signal loss.
• Real-time contextual targeting aligns ads to most...

Key changes in Netflix's in-house ad tech:

• Launched NAS last April, shifting from Microsoft to expanded targeting (geo, viewing behaviors,...

• 33% higher co-viewing on premium platforms boosts ad impression efficiency; matters for programmatic buyers seeking quality reach on CTV.
• Premium...

Breakthrough in attention measurement:

• Machine-learning models trained on eye-tracking data predict viewer engagement
• Generate one key KPI for...

DAI 3.0 boosts streaming ads with long DVR support and rewind opportunities, plus low-latency streams.

• Anzu's click-enabled intrinsic formats open...

• Google TV integration: Teads expands CTV reach to 500 million devices via Q3 2025 partnership.
• HomeScreen attention: Achieves 48% attention rate,...

Trend alert: Viewability hit 76.8% globally by 2024, becoming baseline—not differentiator—pushing publishers to attention metrics.

• OTT challenges...

Nielsen advances audience accuracy through methodological shifts:

• 2020 OOH addition boosted live sports viewership ~10%.
• Feb 2025 full OOH...

IAB Standards Initiative

• 🔥 Project Eidos Launch: IAB unveiled Project Eidos, a multi-year effort to create shared, interoperable standards for...

Project Eidos overview: IAB's multi-year, 360-degree initiative for shared, interoperable cross-channel standards, replacing fragmented approaches.

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Key upgrade in video ad attention:

• SeenThis and Lumen launch proprietary attention model powered by adaptive streaming, with custom tag for...

IAB/MRC standards drop: Released Nov 2025, first framework to compare attention vendors via 4 methods (data signals, visual/audio, physiological,...