CONVERGENT TV

MEASUREMENT
GUIDE
Understanding Innovation in Video
Measurement

Coalition for Innovative Media Measurement (CIMM)

1
www.cimm-us.org
CONTENTS
Introduction to the Guide 03
Caveats and Qualifications 04
Foreword 05

Chapters

I. Evolution of an Industry 06
II. Understanding Media Currency 08
III. Looking Under the Hood 12
IV. Measurement Today: What We Discovered 15
V. Profiles of Measurement Providers 19
• 605 19
• Comscore 24
• Innovid 31
• iSpot 36
• LiveRamp Data+Math 41
• Nielsen 46
• Samba TV 52
• VideoAmp 57
VI. Partnering with Measurement Providers 62

About the Author 70

Appendices 71
 Introduction
to the Guide

CIMM’s Convergent TV Measurement Guide is intended to provide a broad overview of the

offerings and methodologies provided by many of the leading TV measurement providers
operating in the US market. It is based on an extensive, six-month process of engagement with
the industry and peer review by a wide range of leading industry stakeholders. It represents the
most comprehensive review of existing measurement solutions available in the market today,
providing a detailed overview of eight measurement providers in the Measurement Providers
Profile section, unpacking the data and methodologies used to create their respective solutions.
We hope this Guide will help industry participants to understand the changes facing the television
ecosystem and the business needs of marketers, ad buyers and ad sellers that are driving new
measurement solutions.
In preparing this Guide, we found that the gap between television and digital advertising is
narrower than it’s ever been, thanks to measurement innovation by the leading measurement
providers profiled here. Measurement innovation enables television, a historically upper funnel
sales channel, to compete more effectively with digital media and other lower funnel sales
channels. Measurement innovation enables television to prove itself in an increasingly convergent
digital ad ecosystem.
Measurement providers are embracing the need for radical transformation, to address the
desire of marketers for speed, audience-based targeting, granular insights, and more precise
performance measurements. Marketers value objective, third party measurement to negotiate
pricing of ads inventory, to reach audiences relevant to their brands, to continuously optimize
TV ad investments, and to continuously measure performance across platforms. Measurement
providers are powering linear TV and streaming ad investments with advanced measurement
solutions to accelerate revenue growth for both brands and publishers.
We believe the guide presents a positive, insightful overview of a fast-changing, competitive
marketplace. It is, perhaps inevitably, long and detailed – measurement is complex and often
challenging, and the guide reflects this.
The Coalition of Innovative Media Measurement (CIMM) wishes to express its sincere thanks to
the participating measurement providers and our team of expert reviewers. Without the detailed
responses to CIMM’s request for information by measurement providers, and their willingness
to explain and share, this Guide would not be possible. Without the feedback from our expert
reviewers, this Guide would not be possible.

3
Caveats and
Qualifications
A Brief Note on Our Approach
The Guide was prepared through a
process of extensive engagement with the
profiled measurement providers and peer
review by seasoned industry experts. All
providers were given various opportunities
to review and sign-off their own profiles.
The profiles have not been subject to
independent audits.
One of the objectives of the Guide was
to provide a (blinded) comparison of
actual ad campaign or content audience
estimates, so that users of the Guide
can better understand the range of
reporting differences across providers.
However, it was not possible to provide ad
campaign delivery comparisons, because A Snapshot in Time
measurement providers measure ad
campaigns for different brands at different Inevitably, the guide represents a snapshot
times so “apples-to-apples” comparisons in time. Measurement providers are
are not possible. continually improving and innovating their
services. Users of measurement services
Regarding content measurement should connect directly with the providers
comparisons, not all providers measure to ensure they have the latest updates
content, and not all providers who measure to data, methodologies, and features
content permitted their examples to be of each service. This Guide represents
included. Across campaign measurement measurement provider capabilities as of
examples, there were differences in December 31, 2022.
reporting granularity. Across content
measurement examples, the measurements
were directionally similar but substantially
different on an absolute basis. There is more
detail about these findings in Chapter IV:
Measurement Today: What We Discovered.
We include lists of questions that marketers
should ask measurement providers as
they evaluate their services. Leading
measurement providers are individually
profiled in this Guide to highlight their
capabilities and methodologies. The
Appendix is designed to help with acronyms
and definitions.

4
 Foreword

Clay Christensen’s The Innovator’s Dilemma created a breakthrough in understanding

innovation, how innovators disrupt market leaders and how market leaders successfully innovate.
Success happens when disruptive technologies are applied in novel ways to offer new markets
products with superior performance. While the new markets may be smaller and lower-margin
at first, innovations eventually enter larger and higher-margin markets of the market leaders,
disrupting them.
The compelling analysis in this book is playing out today in the video measurement space. The
disruptive technologies are digital and data at scale. The superior performance attributes are
many, including unprecedented audience insights, faster, more accurate decision-making, faster,
more flexible media performance measurement, and the promise of lower operating costs. Per
the Christensen playbook, measurement innovations were first adopted largely on the buy-side, a
smaller market for market leaders. Now as we read the measurement initiative announcements by
virtually all major publishers, we see the innovations entering the larger and higher margin sell-
side marketplace, disrupting the industry.
Innovation is hard work, but at the same time has the force of inevitability. I hope this Convergent
TV Measurement Guide provides an appreciation of new entrants and market leaders alike, and
what it takes to innovate. Many thanks to Helen Katz at Publicis, Bharad Ramesh and Yee Pang
at GroupM and Paul Donato at ARF for their thoughtful insights and careful review of this Guide.
A sincere thank you as well to the participating measurement providers. Without the detailed
responses by measurement providers, and their willingness to explain and share, this Guide
would not be possible. Thank you to Jon Watts at CIMM for his leadership and foresight. Jon
has a keen understanding of our industry and how to steward meaningful change. Without Jon’s
leadership, this Guide would not have been possible.
Joan FitzGerald
CEO Data ImpacX

5
 addressable advertising, ‘over-the-
top’, streaming and more. Marketers
demand new measurement solutions
addressing Convergent TV to bridge
the gap between digital and television

Evolution of advertising. Television traditionally

offers impacts including engagement,
attention, and persuasiveness of sight-
an Industry sound-and-motion advertising. Digital
advertising offers the promise of granular
insights, advanced targeting, and rapid
optimization. How do we get the best
of digital and TV from our investment in
television advertising?
Moreover, there has been a tectonic shift
in brand ad spending. Marketers have
made an unmistakable shift from ad
spend that builds “upper funnel” impacts
such as brand awareness, likeability, and
consideration to spend that builds “lower
funnel” impacts to generate sales closer to
Our definition of television has expanded the consumer’s exposure to the ad. This
dramatically, beyond linear TV to shift makes video measurement innovation
“Convergent Video,” which includes even more critical for historically upper
television in more forms, including funnel channels like linear TV and
connected TV, advanced TV, digital video, streaming because marketers are holding
dynamically inserted video advertising, all channels accountable to measurable
business results.

6
Lower Funnel Ad Investment in Understanding the contribution of upper
funnel marketing channels in the consumer
Upper Funnel Channels journey presents a measurement challenge
“Upper funnel” and “lower funnel” refers for marketers. Measurement is where “lower
to where the consumer is in their purchase funnel” marketing channels, including search
journey. In the upper funnel, marketers build and display advertising, have a competitive
brand awareness, likability, and consideration, advantage. This is because the relationship
so that when a consumer is in the lower funnel between an ad exposure or search activity and
-- ready to purchase -- they’re more likely to the consumer’s subsequent action, such as a
choose the brand. website visit, store visit or online purchase, can
be directly observed.
Marketers understand that to influence the
consumer’s decision at the point of purchase Where spend-to-revenue events cannot be
requires marketing at the beginning, middle directly observed, intermediary metrics such as
and end of their brand journey. Investment ad impressions are used to guide attribution.
in upper funnel marketing channels is Upper funnel channels, such as linear TV
essential to brand health and revenue, and streaming, may not have as clear spend-
and even accelerates lower funnel channel to-revenue visibility. The ad exposure might
performance. However, marketers are holding occur on one platform – such as a TV set –
all channels accountable to their business and the consumer behavior may happen on a
results regardless of their place in the funnel. different platform – such as mobile or desktop
Channels without adequate measurement are computer. The impact of the ad impressions
losing investment. builds over time, so the ad exposure may
Marketers also know that few marketing happen many weeks before the revenue event
channels are as effective in telling the brand and there may be many marketing touchpoints
story as sight-sound-and motion video reaching the consumer in-between.
advertising. Video advertising can create virtual The providers profiled in this Guide have
memories of brand experiences that persuade stepped up to the challenge of creating
the consumer at the point of sale. Marketers measurement for visibility in these channels,
know that video advertising can be superior including linear television, connected TV and
at engaging the consumer with a persuasive streaming. They do so using data, ad tech,
message that can carry through the consumer human ingenuity, and a good deal of math.
journey to the point of purchase, achieving
sales objectives but also building brand equity
with long-term benefits.

7
 sellers agree on what they will use as
the ‘standard’. However, currency is not
synonymous with measurement. That is,
the currency does not have to provide the

Understanding actual count of ad exposure or the true

count of content viewing. The currency
also does not necessarily have to measure
Media performance, that is, whether the ad was
effective or efficient, nor is it required to

Currency help marketers find audiences that are

the most relevant to the brand. Instead,
currency is simply the agreed-upon metric
in the pricing negotiation.

The Currency Upgrade

Many of the providers in this Guide started
their measurement journey to measure
ad campaign performance, to connect
TV viewing with advanced audiences
and to provide more accurate cross-
platform, cross-channel measures of ad
What is media “currency”? Simply put, media
campaign delivery. The question today
currency is the metric that ad buyers and ad
is: can these new measurement solutions
sellers agree to use to negotiate advertising
also be used as currency to negotiate
price and volume. Just as countries select
ad pricing and volume, in addition
and value their individual currencies on which
to measuring performance, targeting
transactions occur, so do media buyers and
audiences, and measuring cross-channel
ad campaign reach?

8
As currency, metrics should provide a However, the ascendency of digital media
standardized measure of value that that is the caused channels like TV to standardize on
same over time and that is relatively predictable currency metrics that enable more effective
to support planning. A currency metric must comparisons across digital and TV platforms:
be stable, reliable, and consistent so that a impressions and CPM.
transaction made in one time period can be There is a healthy debate in the media industry
evaluated on the same basis in a different time about the definition of an ad impression. A
period. Currency answers questions such as: digital display ad that appears on the webpage
If I bought X, did the publisher deliver X? Did X for a fraction of a second is not equivalent to
cost more or less than the prior period? How do a television advertisement that the consumer
the metrics track compared to what I previously could watch for 30 seconds. Both could be
used as currency? Moreover, the methodology counted as one impression, even though they
to get to currency measurement is complex and aren’t identical. Measurement providers can
must be understood and transparent to users. have a different number of seconds before
Metrics a video advertisement is counted, or they
can leave that decision up to the marketer.
Marketers utilize various metrics to Organizations such as the Media Rating
measure the effectiveness and efficiency Council (MRC) and Interactive Advertising
of video advertising. Bureau (IAB) have developed guidelines to
set standards in this area.
ROAS
Unduplicated Reach and
Marketers love Return On Ad Spend (ROAS),
Frequency
and for good reason. ROAS is a measure
that shows how much revenue was earned Many of the measurement providers in this
for every dollar invested in advertising in each Guide were founded to solve the increasingly
channel. ROAS is widely used by marketers difficult challenge of measuring the unique
to measure ad investment effectiveness and reach of an ad campaign across multiple
efficiency using multi-touch attribution or media platforms. Before that, cross-
market mix modeling. platform reach was largely estimated using
ROAS is not currency, however. ROAS contains mathematical techniques such as fusion or
revenue information that is proprietary to the random duplication calculations. Measurement
marketer and therefore not usually available for providers invested in the ad tech required
ad buyers and ad sellers to use as currency. In to match very large television datasets with
addition, most attribution and modeling are also census-level digital data to directly observe
proprietary to the measurement provider. cross-platform reach instead of estimating it
though modeling.
Ad Impressions Although ad impressions are the currency
Because ROAS is typically proprietary, ad metric for ad buyer-seller negotiations, that
buyers and sellers tend to use metrics that solves only part of the media puzzle. Marketers
measure the efficiency of audience delivery as demand reach (the unique, unduplicated
currency instead. Ad impressions and cost-per- number or percent of people or households
thousand impressions (CPM) are commonly exposed to the ad) and frequency (among those
used currency metrics today. exposed to an ad, the average number of times
a person or household was exposed) metrics
Legacy currency metrics tended to be channel- to understand ad exposure by consumers as
specific. For example, linear TV used average individuals and how much ad exposure is too
audience and cost-per-rating point (CPP) have little, too much or just enough.
been used as currency metrics for decades.

9
Measuring Outcomes Optimization
Measurement providers in this Guide looked Another key benefit of measurement innovation
to large viewing datasets to develop more is improved optimization. This is where
effective, granular measurements of the marketers test, learn and optimize, finding
impact of advertising. Prior to the availability channels predicted to over-perform, measuring
of very large television datasets, the impact performance, and then moving dollars from
of television advertising was measured under-performing to over-performing channels.
using surveys and econometric modeling, Measurement providers profiled in this Guide
which time-aligns ad delivery with brand offer more frequent reporting so that decisions
sales to statistically measure cause and about channels and spend can be made in-
effect relationships. Unfortunately, it could flight. Instead of a brand lift and reach and
take months or years to have enough data frequency ‘report card’ only at the end of a
for reliable measurements, and the results marketer’s campaign, measurement providers
produced only very broad, very blunt overall can make updates throughout. More frequent
effectiveness measures. reporting is a significant benefit and puts upper
The availability of large TV datasets enabled funnel marketing on a more level-playing field
television viewing households to be matched with lower funnel channels.
to behavioral data such as website visits, store Ads vs Content for Measurement
visits and purchase, which help provide more
granular, network, program, and audience-
specific measures of impact to measure and
The Promise of Ads for
optimize ad spending across channels. Measurement
The measurement providers in this Guide Marketers increasingly plan, optimize and
have developed attribution and sales effects measure based on ad campaign delivery
measurements to help marketers understand metrics. The marketer typically has full access
the impact of television and digital advertising. to ad delivery data across their marketing
They enable data access through a dashboard, channels. Ad campaign delivery measurement
and/or direct data feeds and integrations with is usually the only way marketers can obtain
third-party software. Some are making the a comprehensive measure of the brand’s ad
data available in a raw, un-tabulated form in exposure and ad performance on a cross-
data clean rooms for marketers to do their platform and cross-channel basis. The digital
own analytics. data are available quickly, often immediately or
overnight. In addition, questions about the ads
Advanced Targeting themselves are the most important ones for
One of the key benefits of measurement marketers. Where the ad was delivered (what
innovation is advanced targeting. This content), is usually a secondary consideration.
enables the marketer to go beyond the legacy Using ads exposure for measurement holds
demographics such as age and gender that great promise for the media industry, and
have been traditionally used to buy linear TV measurement providers in this Guide have built
and use audiences that are more relevant to services to deliver on that promise. Ad-based
the specific brand, such as past purchasers, measurement could be more effective if there
purchase intenders, store visitors and category were greater collaboration across marketers to
purchasers. Targeting that uses advanced share measurements, with the expectation that
audiences helps marketers reach consumers for brand identity would be masked. Collaboration
whom the brand is more relevant, or those who would help overcome challenges of visibility,
are in-market and more likely to purchase. transparency, and lack of industry benchmarks.

10
Visibility. Ads measurement on platforms other Advantages of Content
than linear TV is proprietary to the marketer, so
one marketer’s performance can’t be used by
Measurement
other marketers for analysis and learning. This Content measurement (and ads measurement
is less of a problem for marketers that have that is grounded in content measurement)
a large roster of brands or for marketers that provides estimates of audience size and
make very large video ad investments. It is more composition by publisher, network, title, and
of a challenge for marketers with fewer brands station for media planning applications. This
and lower levels of video ad investment. It’s helps buyers understand which content is likely
challenging to use ad campaign measurements to have the most effective ad inventory for the
as the basis to negotiate advertising pricing if brand and enables publishers to make more
marketers do not have visibility into all publisher effective programming decisions. If content
ad inventory available to buy. is reported on a syndicated basis, where
Benchmarks. Except for linear TV, marketers publishers are all reported at the same time
can only measure channels that they buy and with the same metrics, this can provide a
with sufficient ad volume. Optimization common basis for negotiation across the entire
is a continuous exercise in trial and error portfolio of content choices.
where marketers reduce investment in Moreover, content measurement enables
underperforming channels and make investment marketers to identify advertising opportunities
in new and over-performing channels. The in advance, prior to making their actual ad
process can be inefficient, with marketers investments. Content measurement can help
discovering which channels are performing marketers identify contextual opportunities and
through trial-and-error. You can’t measure what programming with large enough audiences to
you don’t buy and there are undoubtedly strong create cultural touchpoints for their brands and
investment opportunities that marketers and increase engagement and effectiveness.
their media agencies simply can’t identify until
inventory is purchased and runs. Unfortunately, syndicated content measurement
is generally available only for linear TV and
Transparency. CIMM’s Getting Attribution not available, or available with only limited
Right study1 found significant differences in measurement, for streaming or digital platforms.
attribution results for linear TV across attribution Streaming content measurement is typically on
providers. The paper concluded that the issues a case-by-case basis and is often dependent
were the result of input data and methodology. upon the permission of the streaming app
The study highlighted the importance of owner. Some providers report streaming when
transparency in data and methods that it’s consumed using Over-The-Top (OTT)
are relevant to the currency measurement devices such as Roku, Amazon Fire, Apple TV,
ecosystem (and an important goal of this paper). Chromecast, but not from apps that are pre-
Another level of transparency includes content installed on the Smart TV set.
identification. Ads measurement does not Additionally, most streaming content
always provide visibility into the content in measurement is only for programs that
which the ad runs. Content and context are originate on linear TV. The linear title on
important to the effectiveness of advertising streaming might be measured for only a
with research demonstrating that content short time after the title ran on linear TV. On
that drives audience engagement also drives mobile and desktop devices, streaming app
greater attention and sales effects due to consumption requires permission (and SDK
advertising2. In addition, marketers have brand integration) by the streaming app owner. Like
safety concerns, and understanding content is CTV, measurement of streaming content on
important to exclude advertising from content mobile and desktop devices is limited.
that doesn’t align with values such as diversity,
equity, and inclusion.
1
Coalition for Innovative Media Measurement (CIMM) Getting Attribution Right: An Exploration and Best Practices for Television Data Inputs in
Attribution Modeling, September 2020.
2
Unveiling the ARF Context Effects Models and ROI, Audience Measurement Conference 2017, Tue-Bacon/Stipp (thearf-org-unified-admin. 11
s3.amazonaws.com)
 Common Ingredients
There are common ingredients across
measurement providers, but a deeper
look under the hood shows that the

Looking Under specifics of each ingredient and how

they are deployed vary greatly. At a high
level, there are common ingredients
the Hood across the providers:
• Large, multi-million data footprints,
including MVPD Set Top Box (STB)
and/or Smart TV Automated Content
Recognition (ACR) data to measure
linear TV and CTV.
• Census-level data capture of
CTV, digital and addressable
ad impressions.
• Robust ad tech stack and ad tech
partnerships that enable measurement
of cross-platform ads performance,
The measurement providers in this Guide reduce complexity of implementation,
have made rapid advances in technology, and preserve consumer privacy.
data, and methodology to make advanced
• Robust methodologies to measure
video measurement a reality.
viewing holistically across the national
U.S. population.

12
Data at Scale purchase behavior, interests, and other
characteristics to define target audiences, as
Convergent TV measurement starts with data well as sales, location, and website visitation
at scale. Data at scale is essential for TV to data. This data matching yields insights about
compete with digital advertising on an audience video advertising effectiveness, efficiency,
targeting and performance measurement basis. and performance.
For the purposes of this Guide, Linear TV
means video and advertising on a television set “TV Big Data” Challenges
that is delivered via MVPD or OTA and that is
Not all homes in the U.S. have TV sets that
consumed as-scheduled by the programming
produce STB or ACR data, so the datasets
provider or on a time-shifted basis (DVR and
that measurement providers license for use
VOD). Streaming refers to video and advertising
are not inherently representative of the total
consumption on a Smart TV set that is delivered
U.S. population. Not all television sets in the
via streaming app or OTT device.
household are measured, especially in ACR
Linear TV consumption data has these datasets. STB and ACR data detect device
main sources: tune-in, which does not tell us who and how
• Set top box devices (STBs) commonly many people are viewing.
used by households to access subscription The ARF DASH study estimates that twelve
services from MVPDs, including cable, percent of U.S. households consume linear
satellite, and telecom programming TV over-the-air (OTA) using an antenna or
distributors similar device. These households are therefore
• Automated Content Recognition (ACR) excluded from MVPD STB data. The DASH
technology that is embedded in “Smart study estimates that 13 million U.S. households
TVs,” which are TV sets with an Internet do not have broadband internet at home.
connection These households are excluded from Smart TV
ACR data which require a broadband internet
• Opt-in consumer research panels service. There are sub-populations in the U.S.
• Program schedules and meta data that are where these conditions are more likely to be
matched to the underlying viewership data present. These groups are under-represented or
to indicate the content consumed not represented in STB and /or ACR data.
• Log file records of ads served to the Accurate assignment of demographics and
consumer’s TV, used primarily to measure other consumer attributes is also a challenge
addressable advertising by MVPDs when using STB and ACR data. Most
consumer attribute data is assigned to viewing
Measurement providers use one or all of the
records using one or more match processes.
above data sources. Recently, the ANA and
The basis for the match can introduce
WFA recommended a combined ACR/STB
inaccuracy (e.g.: the accuracy of the device
‘big data’ and consumer panel approach
graph information). The attribute data itself
for measurement.
may be inaccurate or not timely.
“TV Big Data” Advantages Consumer Research Panels
The availability of millions of STB and ACR
For the purposes of this report, consumer
devices has dramatically improved the
research panels are defined as fully consented
measurability and targetability of television.
groupings of consumers who have opted-
Sample sizes are in the millions from each
in to longitudinal, electronic measurement
measurement provider, enabling granular
of their video consumption. Many of the
measurements of even narrow consumer
measurement providers in this Guide use,
targets and lightly viewed content. The data can
or are in the process of using, consumer
be matched to databases containing consumer

13
research panels to calibrate and/or validate panels as a source of calibration, to account
STB and ACR TV datasets, but not for stand- for missing or under-represented consumers
alone measurements. and to better reflect total consumption
Consumer research panels can be a valuable of video. However, not all measurement
as a source for insights, validation, and providers believe that a panel is, or even can
calibration of other datasets. Using panels, be, a “source of truth” for measurement.
TV viewing measurement is typically at the Survey-based data, such as the ARF DASH
persons and household level, instead of study, have emerged as important sources
household-only measurement. Attempt can of universe estimates and consumer
be made to recruit to include all segments behaviors that relate to streaming and
of the population, including those that could MVPD subscriptions. These data can enable
be missing or under-represented in STB and measurement providers to adjust their data
ACR data, such as OTA households and non- to better reflect the streaming and linear
broadband households. Panel data is based TV universe.
on opt-in from the consumer. Reporting
the measurements does not require the Ad logs for addressable
permission of the publisher or advertiser. MVPD advertising
A significant challenge in using consumer
Addressable advertising via an MVPD are
research panels is the relatively small
ads delivered to the TV set based on the
sample size, which limits their effectiveness
characteristics of the household. While all
in applications such as “stand-alone”
digital, streaming and CTV advertising is
measurement, targeting and outcomes
natively addressable, local, and national cable
measurement. Panels can be subject to non-
television advertising is typically delivered
response and other biases, where some
to all households within the MVPD footprint.
segments of the population don’t participate
Addressable advertising started in MVPD
or don’t participate at the same level as other
VOD and has expanded using Linear TV ad
segments of the population and are therefore
overlays, to show an addressable ad instead
under-represented or not represented in
of the linear ad.
the measurements.
To include addressable advertising via
It’s worth noting that not all measurement
MVPDs on a ‘census’ measurement basis,
providers use consumer research panels, and
MVPDs typically provide ad logs to the
if they use them, they are used for a range of
measurement providers.
purposes. Many measurement providers use
3
For definitions including MVPD and STB, please see the Appendix.
4
For definitions including ACR and CTV, please see the Appendix.
5
Association of National Advertisers www.ana.net and World Federation of Advertisers Cross-Media Measurement - World Federation of Advertisers (wfanet.org)
6
Advertising Research Foundation (ARF) Universe Study of Device and Account Sharing (DASH)

14
 “Apples-to-apples” (same brand / same
time period / same creative) ad campaign
delivery comparisons were not possible,
because measurement providers

Measurement measure different brands at different

times. It was possible, however, to see
differences in the level of granularity
Today: What reported, as well as the metrics used,
and the platforms reported.

We Discovered Comparison of Ad Campaign

Delivery Metrics Across
Providers
All providers report the key impressions,
reach and frequency metrics at the
household-level for ad campaigns.
There are differences in the extent to
which cumulative reach across time is
reported. These differences also included
the extent to which providers report
One of the original objectives of the Guide “unique” reach, which is the incremental
was to provide a (blinded) comparison of reach delivered by, for example, a
actual ad campaign delivery and/or content network, time period or ad unit, that is
measurements across providers so that not also delivered by another network,
users could better understand the range of time period or ad unit in the campaign.
reporting differences. Not all providers report persons. Not
all providers report “legacy” television
metrics GRP and Average Audience.

15
• Ad impressions (000) • Time period/dayparts
• Unduplicated reach (000) • Audiences
• Cumulative unduplicated reach (ex: by day, • Households and/or Persons demographics
week, month, campaign period) • TV viewer segments
• Unique reach (i.e., incremental reach for the • Day, day of week, week, month, and total
network, time period, ad unit, etc.) campaign period
• Unduplicated reach as percent of universe
Comparison of Content
• Average frequency
Measurement Across Providers
• Frequency distribution
• GRP Each measurement provider received a list of
specific airings of video programs from CIMM
• Average Audience and were asked to provide measurements
• Households and/or Persons for each airing. The objective was to
enable “apples-to-apples” comparisons of
Ad Campaign Delivery Breakouts measurements across providers. However,
it’s important to note that not all providers
There are a wide range of dimensions used to measure content. Marketers and ad agencies
break-out different insights in reports across lean heavily into ad campaign delivery
measurement providers. No surprise, all measurement, so the priority for almost all
providers report dimensions such as creative, measurement providers has been innovation in
programs/titles where available, ad lengths ad campaign measurement with a secondary
and a dimension of time. However, there are focus on content measurement. Unfortunately,
significant differences across measurement not all providers who measure content
providers. The measurement provider may not permitted their examples to be included in this
be able to or have agreements in place that Guide. To provide value to readers, we elected
are necessary to collect ad impressions from to evaluate what was provided but not publish
specific sources/sellers. There are differences in the actual measurement examples due to the
geographic reporting, coverage of devices and limitations above.
platforms and the extent to which “Only-Only-
Both” measurements are reported. Many of the measurement providers profiled
in this Guide start with a similar measurement
Here are common breakouts used in ad framework, including millions of measured TV
campaign delivery reports: households, millions or billions of digital ad
• Device (TV, CTV, mobile, desktop) exposure observations, a device graph and
sources of demographics and audiences.
• Platform (AVOD, SVOD, Linear TV, FAST,
However, these similarities mask significant
etc.)
methodological differences that are described
• “Only-Only-Both” (such as Linear TV Only, in the Measurement Provider Profiles section
Digital Only, Both TV and Digital) of this Guide.
• Geography When comparing content measurement
• Inventory type (Linear TV, addressable, examples, we found that the measurements
programmatic, direct) were directionally similar but substantially
different on an absolute basis. In other
• Inventory source/seller words, the differences in viewing within each
• Programs/titles measurement provider’s dataset fell in expected
• Creatives patterns of larger and smaller audience sizes.
However, in terms of absolute, numerical
• Ad lengths counts of audience size across providers,

16
there were significant differences across the • The accuracy of the match between sources
providers, and the magnitude of differences of demographics or audience data and the
was high, even double, or triple or more. devices in the household
These size of the differences in reported • Whether ad exposure is the basis for
audience estimates are difficult to explain. content measurement or whether content
However, there are critical methodological consumption is measured independently
differences across measurement providers that of ads
are likely the source of differences that include: • The accuracy of the ad exposure and/or
• The size and representativeness of the TV content detection technology
data footprint • The method used to extrapolate to the full
• The size and representativeness of the U.S. population
matched data containing both digital and TV • The accuracy of demographic and
consumption that are typically the basis for audience data
de-duplicating viewing
• 
The method to estimate persons and/
• Whether viewing from all TV sets in the or co-viewing
household is included and, if missing, how
the missing TV set viewing is accounted for • The accuracy of TV ad schedules
• Whether viewing from other devices, such • Whether the provider reports pre-telecast
as mobile and desktop, is included program titles, i.e., the schedule that is
planned to run and subject to change, such
• The extent to which OTA, non-broadband, as live sports), or as-run program titles (i.e.,
and households with ethnic or other the actual programs and times)
characteristics are included and, if missing
or under-represented, how the household • The sources of digital ad exposure data
types are accounted for • Other differences that are included but not
• The accuracy of the definition of a limited to those described in this Guide.
household, and how stable it is over time
• The accuracy of the match between digital
and TV devices in the household

17
 The eight industry-leading measurement
providers profiled in this section of
the Guide are powering linear TV and
streaming ad investments with objective,

Measurement third-party measurement to measure

audiences and performance and
accelerate revenue growth for both brands
Provider and publishers.
Below is a detailed profile of the eight
Profiles measurement providers, unpacking the
data and methodologies used to create
their respective solutions.

18
 viewership datasets in the industry,
providing the scale needed for innovative
linear TV and cross-platform solutions
that quantify media investment

Profiles of strategies. They are unique in that their

multi-source viewership data set is
matchable, deterministic, and reported
Measurement at the aggregated household level while
leveraging census-based methods in a

Providers privacy compliant manner.

605’s products include 605 DR1VE, 605
PLATF0RM, and 605 IMP4CT: planning,
measurement, and attribution products,
respectively. These self-service products
offer powerful insights as well as
audience-level reporting across linear
TV, DVR, and VOD. Through 605’s
custom solutions, the systems are also
capable of providing Cross-platform
studies by ingesting the exposure
files provided by clients (i.e., digital,
1. 605 addressable, CTV, etc.).
605’s measurement reporting delivers
605 Company Statement efficiency metrics such as reach,
605 is an independent TV viewership, frequency, average audience, index,
measurement, and attribution company. unique reach, ad completion rate, and
We have one of the largest and richest more. These efficiency metrics and
nationally representative multi-source reports fuel planning insights, inform

19
in-flight campaign optimizations and provide households, 605 can project the known
analytics solutions. exposures to represent the wider exposed
605’s attribution reports provide effectiveness audience in final reporting.
metrics that help quantify the outcomes driven First-party outcome data is sent directly to 605
by ad campaigns. These reports include from their clients. Third-party data is either
metrics such as sales lift, visits, transactions, sourced directly from existing 605 partnerships
website conversions and more that tie or from a third-party data provider specified
campaign exposure to an outcome. They can by the client. 605 has an always-on data feed
also utilize survey data, clients’ first-party data of PlaceIQ mobile location data, received on
and/or website pixel data for more bespoke, a nightly basis. Sales data is sourced directly
multi-dimension attribution solutions. from clients or from Catalina/Affinity, and
605’s methodology is built on modern Automotive data is sourced from Polk. For
architecture that enables 100% deterministic web pixel solutions, 605 works with Experian
matching rights for advanced insights. At a or LiveRamp to have the data sent into their
high level, household-level TV viewership environment on a nightly basis. This data
data, ad source data, and programming data is confidential and used in client-specific
is received on a nightly basis. Utilizing the 34 instances only; the data is not publicly available
million household data footprint along with ID for use through our products.
resolution partners, 605 can deterministically All incoming data is passed through Experian,
match exposure data across channels for who serves as 605’s data spine, to resolve the
measurement and attribution. 605 is then able IDs and match to a 605 household ID.
to attribute performance to cross-channel
screens and content to outcomes by utilizing 605 Methodology
their proprietary weighting methodology
that projects all viewership to be nationally Data footprint
representative.
605’s data is based on a combination of
605 is dedicated to independence, scientific licensed STB data and ACR Vizio smart
rigor, and results across all deliverables. With TV data covering 34 million viewership
a growing business, 605 aims to provide households. 605 reports that on average, 18
solutions for all industries, serving both million of the total 34 million households qualify
buy- and sell-side with transparent data for reporting in a 30-day period.
and processes.
Ad impressions
What 605 measures (high-
level description) 605 utilizes Hive as its ad occurrence source
data. To qualify for an ad exposure, the viewer
605 provides measurement and attribution for has to be exposed to the ad for three seconds
linear TV and cross platform ad campaigns. or more. Note that this is a parameter that can
605 measures linear TV viewership, content be adjusted by the client, as the threshold for
and ads data using 34 million U.S. households viewing can be as small as 1 second or as large
sourced from Smart TV (ACR) and MVPD (STB) as the client would like.
households. 605 can connect to and ingest Digital ad impressions are captured via a pixel
OTT and/or digital data from clients/partners. tag installed by publishers. The data is then
605 has existing data connections with most sent to 605 as this enables all impressions to
major addressable providers and can ingest be captured and utilized for measurement or
exposure logs directly from addressable attribution. Clients can also share ad-as-run /
providers. If the addressable partner is not able exposure files with us throughout the campaign
to provide ad exposure data for all exposed or at the end for measurement and attribution.

20
Competitive ad exposure linear TV and cross platform data to the 605
identity spine at the household level and using
605 reports competitive ad exposure across cross platform weighting methodologies. 605
linear TV channels. 605 does not report is also able to ingest impression logs (with
competitive digital ad exposure data. relevant identifiers) and/or place a pixel on
media/websites for cross screen tracking
Content viewing and measurement.
605 utilizes Gracenote for linear TV program Deduplication is performed using both
schedules and for programming metadata. The deterministic and modeling techniques.
program schedule data is matched to linear Deterministically, 605 leverages the
TV viewership consumption to assign program Experian identity spine to identify multiple
titles and network/station level. sources of data for the same household.
Additionally, they utilize specially designed
As a managed service, 605 can provide
cross-platform weighting methodologies to
clients with cross platform content viewership
assess and report reach for Only/Only/Both
consumption and behaviors, as well as
platform combinations.
audience-level content breakouts across
network, series, platform, daypart and more. Device Graph
Persons and Households Experian serves as 605’s identity spine,
however, 605 is partner-agnostic and can
All 605 data is measured at the household-
work with any partner dataset that is able to be
level. 605 deterministically matches each
matched through an ID resolution and data safe
viewing home to its Experian household to
haven provider. 605 also works with device
attach demographic characteristics. They then
graph partners (Experian/LiveRamp) for digital
balance the data using U.S. Census American
tracking through pixels and can resolve raw
Community Survey (ACS) and ARF DASH
event level log files.
Survey, projecting to U.S. TV households.
Roadmap: 605 is evaluating opportunities to
Cross-platform work with Blockgraph as an identity operating
unduplicated reach system for converged TV.

605’s cross platform measurement Universe Estimates

methodologies allow measurement of ad
605 uses the U.S. Census American
exposure on individual and overlapping
Community Survey and ARF’s DASH study as
platforms. This is achieved by matching of
the sources of U.S. population estimates.

21
Weighting and time-shifted advertising and content data
to de-duplicate content and ad consumption.
605 weights the data to 120 million U.S. TV 605 can connect / ingest any other OTT and/
households; households are projected using a or digital data at any cadence from client/
combination of survey and U.S. Census data. partners (given that supplementary exposure
605 applies household weights to balance, files are provided and keyed on a matchable ID
adjust, and project the viewership data to that can be linked to a 605 ID via a third-party
correct for biases in the raw data and to matching partner).
ensure that published metrics mirror the overall
population as closely as possible. Roadmap 605 continuously reviews additional
sources of data and sees the ability to add
The result resembles the demographic and incremental capabilities through collaboration,
viewership profile of the U.S. TV household incremental data licensing and/or planning
population as a whole. To achieve this, 605 partnerships currently under negotiation.
uses ranking weighting to calculate a weight
for every qualified home. These weights aim Accreditation
to represent a similar segment of unmeasured
households among US TV households. 605 is not currently seeking Media Rating
Council (MRC) accreditation.
Demographics and Audiences
Mobile and Desktop devices
605 uses Experian as the source of
Demographic data. Ad exposure on mobile and desktop devices
is dependent upon a publisher or advertiser
For advanced audiences, 605 has a “Target
pixel tag.
Builder” feature in the product that enables
users to create custom targets that can include Dealing with measurement
viewership behaviors, demographics and
psychographic attributes, purchase habits,
challenges: 605
lifestyle and more. The viewership attributes
can be based on national ads, national Non-broadband households
networks and series, dayparts, time of day,
Non-broadband households are included in the
and, if viewed live or time-shifted, on DVRs
STB viewership data that is the basis for 605
or VOD.
measurements.
Clients can also send 605 their first party data
/ audience segments to be uploaded into the Over-the-air only (OTA)
product for use or utilize 605’s third party data households
partners such as Polk, Catalina, PlaceIQ for
syndicated and custom segment creation. 605 does not collect viewing from homes
without MVPD or broadband service. 605
Integrations weighting methodology considers factors to
predict a home’s viewing behavior, including
605 is integrated with OpenAP, which enables a home’s dominant video input type of Cable/
clients to upload ad impressions without a pixel Satellite/Telco, OTA, or CTV/Other.
tag or log files. Integrations are also underway
with Xandr buying systems and Conviva. Households with multiple TV sets
605’s integration with Conviva will provide
605 has households with multiple TV sets from
digital streaming data from approved
both MVPD/STB households and Smart TV/
programmers. The collaboration leverages
ACR households. 605 uses weighting to project
Conviva’s streaming events and 605’s linear
the data to account for multiple TV sets per

22
household. When multiple data sources report “Walled Gardens”
viewing for the same device, 605 only includes
the measurement from one provider. 605 does not include aggregated ad
Roadmap: Inclusion of incremental impressions measurements from platforms
tuning events for devices reported by two such as Google and Facebook.
data providers. Invalid Traffic (IVT)
Hispanic households 605 does not use an IVT solution to screen
605 uses Experian as the source of digital ad impressions, however, 605 can
demographics, including identification of integrate third-party ad fraud solutions if
Hispanic households. 605 uses weighting to provided by the client.
represent Hispanic households. Time-shifted Viewing
Privacy 605 includes time-shifted VOD and DVR
605 receives privacy-compliant household measurements. MVPD STB data partners
data and does not receive nor have access identify DVR and VOD viewing in their datasets.
to PII information. 605 relies on Experian Local measurement
crosswalks where all PII is stripped, and
all of the data is matched on Experian IDs. Local measurement / attribution is scoped
These Experian IDs are then matched back to through 605’s Managed Services for feasibility.
persistent 605 HH IDs before being sent into Since all of 605’s reporting is reported at the
the 605 environment for use. aggregate household viewership level, 605
ties local viewership to Markets of interest
Deprecation of Digital IDs and project the analysis to be nationally
605 reports that they use commercially representative.
available, industry leading third-party identity 605 Roadmap
resolution partners that provide privacy
compliant, identity resolution, data transfer and One of 605’s core values is the ability to be
crosswalk solutions. This allows 605 to connect data agnostic and allow partners to bring their
and transfer data between partners. 605 does own data for measurement and attribution,
not independently resolve IDs or cookies. including linear, digital, and addressable
sources. 605 is continuously vetting new
Streaming Apps partners and technologies (i.e., data clean
605 does not measure content viewed in rooms, sandbox environments, connected
streaming apps, except for recent broadcast portals) for integration and will continue to
content that is identified by VIZIO/Inscape. do so in the future to ensure that we will be
able to deliver on those core values. 605
Roadmap: 605’s integration with Conviva will currently supports campaign measurement
provide digital streaming data from approved and attribution for industry linear addressable
programmers. The collaboration leverages initiatives such as Go Addressable and Project
Conviva’s streaming events and 605’s linear OAR and can bring this data together with
and time-shifted advertising and content data. linear and OTT.

23
2. Comscore across all 210 local markets, and our national
measurement numbers are the sum total of
Comscore Company Statement local market measurement. This is important for
a lot of reasons – it means that we’re providing
Comscore is a trusted partner for planning, an accurate representation of content and ad
transacting, and evaluating media across consumption whether you’re looking at the local
platforms. With the most comprehensive data or national level. It also means that clients can
assets across digital, linear TV, Connected evaluate the delivery of national campaigns at
TV (CTV) and theatrical viewership, we are the local/zip code level with the same accuracy
a powerful third-party source for reliable as they can at the national level. We are the
deduplicated measurement of cross-platform only measurement provider in the market who
audiences. Today, our product offerings are can say this.
both platform-specific (TV, digital, CTV) and Scale – Comscore brings scale to our
cross-platform. measurement from sourcing data via a variety of
An example of our cross-platform products methods. We integrate directly with publishers
is Comscore Campaign Ratings (CCR), to observe their video and web visitation events
a cross-platform measurement solution to form our digital census network. This digital
providing advertisers with a complete view census network collects more than 50 billion
of their video investment across screens for digital events per day, including 21 million
an accurate understanding of true reach and mobile digital events per day. Those publisher
frequency. CCR allows advertisers to measure integrations are further augmented by passive
deduplicated reach, UVs, and frequency across data collection from devices. We collect set-
all screens – linear, CTV, CTV, desktop, and top box data from 35 million households. We
mobile. CCR also accounts for co-viewing on collect Smart TV data from 13 million TV sets.
TV and CTV platforms, provides demographic Finally, Comscore collects information from
distribution and person-level insights for each panels, including digital consumption data from
platform and overall campaign. our one-million-person opt-in panel (which
covers desktop/laptop usage, tablets, and
An example of our platform-specific
mobile devices) and our Total Home Panel.
measurement is Comscore TV. Below are a few
key points that differentiate Comscore TV from This scale improves the accuracy of our
our competitors. measurement data, so our clients can be
confident that they know how many people
We have one methodology covering local
their content or campaigns reach. Additionally,
and national measurement. Put simply, we
the collection of digital data unrelated to TV
measure consumption at the zip-code level
measurement helps us improve the quality

24
of our TV measurement data by informing Comscore measures duplication within
processes like our device graph. platform by observing it in multiple “single
We’ve been delivering currency-grade source” datasets. These observations provide
measurement both nationally and locally for training data into Comscore’s de-duplication
over a decade. That experience means that we algorithms; the estimates are then applied to
know where currency data needs to reside, and the weighted linear TV content measurements
as a result our data is deeply integrated with and linear TV and digital ad measurements.
third-party processors (e.g., Media Ocean), sell Comscore fields online surveys (250,000
side exchanges (e.g., OpenAP), SQAD, audit completes) in 210 local markets to collect
firms, rep firms, etc. information on TV viewing differences
according to mode of consumption (cable,
What Comscore measures (high- satellite, OTA, streaming, etc.), number of
level description) subscribers and types of services, including
information about corresponding demographic
Comscore measures content consumption breakouts. These data are used to weight and
and ad campaign delivery and outcomes for adjust the linear TV measurements.
linear TV, CTV and digital platforms using
Comscore uses Smart TV data to observe
advanced audiences. Measurement is for each
overlap between CTV households and digital
delivery platform individually (linear TV/CTV,
ad impressions, as well as calibration of
mobile, desktop) and on a cross-platform basis.
methodology such as to correctly assign
Comscore provides measurement on a national
viewing duration where the MVPD STB is on
basis and across 210 local markets.
but the television set is off.
Comscore linear TV measurement is based
Initial estimates from Comscore TV
on viewing from 35 million MVPD homes from
reporting are available in 48 hours. Reports
Comcast, Charter/Spectrum, Cox, Dish, AT&T
and data are available through a dashboard,
U-verse and DIRECTV. DVR is captured from
data feeds and BI/API integrations and in
Dish, Comcast, and DIRECTV households. VOD
ad buyer and ad seller systems, including
is captured from 55 million households crossing
MediaOcean, WideOrbit, FreeWheel and
additional MVPDs. Comscore measures CTV
HudsonMX. Initial estimates from Comscore
linear TV and time-shifted consumption from
TV reporting are available in a 48-hour basis.
13 million households, for both reporting and
Comscore content measurement is available
calibration. In some cases, Comscore provides
on a syndicated basis. Cross-platform ads
streaming app content measurement.
campaign delivery measurement is available
For ads campaign reporting, these data are on a proprietary basis.
combined with digital ad impressions from ad
server integrations, pixel tags and publisher- Comscore Methodology
provided ad logs from CTV, mobile and
desktop devices. Data footprint
Comscore uses a blind-to-Comscore third- Comscore linear TV measurement is based
party match process with Experian to match on a footprint of 35 million MVPD STB homes
demographics to MVPD STB households. from Comcast, Charter/Spectrum, Cox, Dish,
Comscore uses various matching providers AT&T U-verse and DIRECTV. DVR is captured
to onboard advanced first party and third- from Dish, Comcast, and DIRECTV households.
party audiences and digital ad impressions VOD is captured from 55 million households
data. Data are weighted to the total U.S. crossing many additional MVPDs. Comscore
household and persons populations and total measures CTV linear TV and time-shifted
ad impressions universe. consumption from 13 million households.
Comscore claims that all 35 million MVPD

25
households are based upon a qualifier of TV ads measurement covers national U.S. ads
reporting in the last five weeks. and local affiliate ads. A TV ad impression is
Comscore maintains a 26,000 person U.S. defined as viewing for 5 seconds or more.
mobile panel of which 24,000 qualify for Ad exposure measurement on mobile and
reporting in a 30-day period. Comscore desktop devices is dependent upon a publisher
maintains a 320,000 person US desktop panel pixel tag or publisher/brand-provided ad log
of which 238,500 qualify for reporting in a 30- files. Comscore measures streaming app
day period. consumption on CTV, mobile or desktop
Comscore maintains a “Total Home Panel” of devices with permission of the streaming
over 7,000 recruited, opted-in households in app owner where the app owner integrates
which a meter is installed in the household’s Comscore SDK (software development kit).
internet router. This meter observes desktop/ Roadmap: Comscore has existing campaign
laptop, mobile device, and connected TV traffic measurement solutions for “Programmer
that passes through the home router. Addressable” / ”National Addressable”, which
Comscore conducts surveys in 210 local measure a total campaign, including MVPD-
markets (250,000 completes) to capture inserted addressable advertising within a
information about viewing consumption and programmer’s national ad campaign.
services. Comscore established an STB Content consumption
Laboratory to test and validate data from MVPD
STB, CTV streaming devices and Smart TVs. Comscore sources linear TV program schedule
data from Red Bee Media (formerly FYI). The
Ad impressions program schedule data is matched to linear TV
For linear TV ad impressions, Comscore and DVR events based on timestamp to assign
matches Kinetiq ad occurrence / ad schedule program titles and network/station. Metadata is
data using timestamps to the MVPD STB also provided by Red Bee Media.
linear TV (including DVR and MVPD VOD) Comscore reports linear TV consumption and
consumption data. Addressable MVPD ad (separately) reports streaming consumption
impressions are captured via MVPD-provided based on permission from streaming app
ad logs. Digital ad impressions are captured owners. Comscore claims to report streaming
via ad server integrations or pixel tags, which content consumption, including program titles
enables a census of digital ad impressions to data, for 8 of the 29 streaming sources/apps on
be captured. the CIMM streaming app list.
Ad campaign delivery measurements
include unduplicated reach, frequency, Competitive data
impressions, and other metrics. Comscore
For linear ad campaigns, Comscore provides
reports ad campaign delivery for persons and
competitive information on ad campaign
households. Persons are assigned to linear
delivery. For digital ad campaigns, Comscore
TV and digital data using the methodology
does not report competitive ad schedules or ad
described in the Persons and Households
campaign delivery. For digital ad campaigns,
section of this document.
measurement is proprietary to the client.

26
Persons and Households These three inputs, along with an understanding
of the demographic distribution of internet
Comscore measures persons and households users at large, are considered using a Bayesian
in ads measurement and households in content framework to determine the probability that
measurement. For persons measurement, a 20 each cookie and unique ID belongs to a specific
million household subset of STB households age and gender.
are matched to deterministic persons rosters.
Persons are probabilistically assigned to Cross-platform unduplicated reach
the household for ad campaign delivery
Comscore utilizes multiple “single-source”
measurement using the personification
datasets to observe overlap between platforms.
methodologies below.
These observations are used to create training
1. H
 ousehold viewing rosters containing sets for Comscore’s de-duplication algorithms.
demographics are created for more than The data points from the single-source cross-
20 million Comscore STB households via platform datasets are stitched together across
blind matches with third-party partners. platforms via Comscore’s propriety device
The viewing behavior in different types graph algorithms. The resulting dataset
of households (that is, households with is used to calculate unduplicated, cross-
different numbers of people of various platform content consumption and ads reach
demographics) is used to tease out the and frequency measurements. The observed
person-level behavior signals embedded measurements are an input into de-duplication
in these household-level observations. An algorithms, which are applied to the total TV
innovative data science algorithm then viewing and census digital measurements for
calculates viewing propensities for different the U.S. population.
person-level demographics.
For example, linear TV and digital duplication
2. T
 hese propensities are then applied to the is observed from TV households where
full viewing data set using demographics and Internet devices are metered, where exposure
content metadata (such as network, genre, to both platforms is captured. The data from
actual and/or ‘like’ telecasts). this single source dataset is used to estimate
3. T
 he resulting persons viewing is projected / TV-digital overlap.
weighted to the total U.S. population. Comscore uses statistical techniques such
For cross-platform measurement, Comscore as Bayesian updating of independence-
assigns age and gender demographics to assumption priors, maximum-likelihood
desktop and mobile ad impressions. These estimation, and other techniques as
demographics are probabilistically determined appropriate.
at the cookie/unique ID level based on observed
Identity / Device Graph
visitation behavior, using these data assets:
1. Impression-Level census data, which collects Comscore has its own proprietary, patented
cookie/unique ID information for impressions device graph and partners with Experian,
tracked and served on a given campaign. LiveRamp and OpenID as matching services
to link additional data to Comscore’s
2. C
 omscore’s desktop panel, measuring
device graph.
demographics of a site’s visitors to infer
demography of cookies/unique IDs To match MVPD STB data to demographics,
visiting the sites. advanced audiences, and digital ad impressions
data, Comscore uses a blind, deterministic,
3. T
 hird-party demographic data, which
third-party match process. Comscore does
includes cookie/unique ID-level data from
not have access to personally identifiable
several partners.
information (PII) for this process.

27
Universe Estimates the same person and household units, using
observed overlaps from the Total Home Panel.
Comscore uses data from the following Comscore intends to address deprecation of
sources to generate TV Household Universe digital identifiers by introducing probabilistic
Estimates: S&P Global, US Census Population cross-platform measurements into its current
Data, Comscore’s proprietary Local Market deterministic methodology.
TV Survey, Devonshire Ltd., and Comscore’s
proprietary National Enumeration Survey. Demographics and
Comscore defines a TV household as a Advanced Audiences
home with at least one working TV capable
Comscore’s primary source of demographics
of delivering video using an antenna, a
and household characteristics is from Experian.
satellite receiver or a cable/fiber connection or
Comscore supports consumer data from IHS
set-top box.
Markit (“Polk”) for automotive, L2 for political,
Weighting IRI for consumer-packaged goods, PlaceIQ
for consumer visitation to physical locations,
Comscore households are weighted to Experian’s VantageScore for creditworthiness,
match the Comscore universe estimates on AmeriLINK for consumer shopping habits
dimensions that include viewing behavior, and more.
device characteristics, age, gender, geography, Comscore also has the capacity to support
demography, ethnicity, and other dimensions. matched first-party data. Additionally,
Comscore adjusts measurements to account Comscore has incorporated the Comscore Plan
for viewing differences between reporting Metrix survey and its behavioral taxonomy, for
households from Comscore MVPD partners both local and national TV.
and non-reporting households such that
measurements are representative of reporting Integrations
and non-reporting households. Comscore
Comscore measurement is accessed via an
estimates the differences between its
online portal/dashboard, data feeds, BI and
distribution of reporting households versus the
API integrations.
television universe in each of Comscore’s 210
local markets using the Comscore Local Market Comscore is an approved measurement
Surveys. Comscore’s audience measurement company in OpenAP’s XPm framework.
methodologies use this information to calibrate Comscore is integrated with the OpenID to
the data Comscore receives from reporting enable the activation of advanced audiences.
households when estimating the audience Comscore is also integrated with publisher ad
viewing of non-reporting households. sales systems and agency planning/buying
systems, including MediaOcean, WideOrbit,
Roadmap: Comscore’s future cross-platform
FreeWheel and HudsonMX.
methodology creates a synthetic single-source
panel, representing all persons and households Accreditation
in the U.S. The methodology assigns digital and
Comscore recently underwent a Media Rating
linear TV consumption (ads and content) to pre-
Council (MRC) accreditation audit for their
defined, person and household “units” in the
Comscore TV product. The scope of the audit
population (300 million persons and 120 million
included selected reports within Comscore
households). As digital events are received, they
TV user interface for both National and Local
are allocated to the persons and household
measurement and included the age and gender
units according to behaviors and demographic
demographics. The initial phase of the MRC
distributions observed in Comscore digital
audit was completed at the beginning of Q4
panels. Similarly, TV events observed from
2022, which is now being followed by additional
STB and Smart TV data sets are projected
remediation work and additional auditing of
to the full population and then assigned into

28
their new vMVPD reporting strata in the first Roadmap: Beginning in January 2023,
half of 2023. Comscore’s OTA calibrations will leverage
Smart TV / ACR data inputs.
Dealing with measurement
Households with multiple TV sets
challenges: Comscore
Comscore data is sourced from MVPDs which
Non-broadband households report tuning from all/almost all TV sets in
each household. In cases where tuning data is
Comscore’s STB data includes broadband received from a subset of TV sets (which can
and non-broadband households. Comscore happen most often in DBS/satellite households),
receives data from different collection methods the missing tuning is estimated by comparing
(IP, telephone, etc.) and include all such the viewing from “fully reporting households” to
households in our measurement frame. partially reporting households and apply a ratio
estimator based on number of STBs present
Over-the-air only and number of STBs reporting, by network.
(OTA) households Comscore claims that 60% of their STB
Comscore uses data from its Local Market households have 2 or more devices, compared
Consumer Surveys to project OTA only viewing with Smart TV households where 90% report
on a station-by-station basis. The adjustments one device. Comscore utilizes Smart TV
account for households with access only data for validation purposes, not audience
to broadcast TV stations in the market and measurement, which reduces the impact of
households that view broadcast stations in Smart TV single TV set per households on
different proportions than MVPD households. Comscore measurements.

Comscore Local Market Consumer Surveys Comscore has a patent-pending method to

are fielded across all 210 markets and reported deduplicate MVPD STB data and Smart TV/
quarterly to collect information on TV viewing ACR data at the device level for use in a co-
differences according to mode of consumption mingled STB/Smart TV data. The process
(cable, satellite, OTA, streaming, etc.), number pairs devices on a weekly basis to identify new
of subscribers to different services and types and changing associations (e.g., consumer
of services, including information about moves their Smart TV to a different location in
corresponding demographic breakouts. The the home; consumer gets a new set-top-box
sample size is 250,000 annually. from MVPD).

Additionally, Comscore uses S&P Global Hispanic households

(formerly SNL Kagan) for information on MVPD
footprints, subscribers by service provider, etc. Comscore reports Hispanic households and
Comscore uses ZIP code demographics data weights Hispanic households to their Hispanic
from Devonshire Ltd. universe estimates. Comscore uses US Census

29
data and demographics data sourced from “Walled Gardens”
Devonshire to estimate Hispanic universes.
Hispanic viewing is identified with Comscore’s Comscore claims to partner with Walled
MVPD match to third-party demographics Gardens for advertising and content
sourced from Experian. measurement. Advertising campaigns running
on YouTube, YouTube.com and YouTube TV
Privacy can be measured in Comscore Campaign
Ratings (CCR).
Comscore claims that they adhere to CCPA,
Roadmap: Comscore plans to incorporate
COPPA and GDPR. Comscore has ISO
Facebook reporting within CCR. Measurement
27001 certification for information security
of households that subscribe to a virtual MVPD
management and ISO 27701 certification for
(such as Hulu Live or YouTube TV) that do
its privacy information management system.
not also subscribe to a linear MVPD service
Comscore’s privacy principles and privacy
is in “beta” reporting mode. Measurement
policy are available online.
will be based on Smart TV / ACR data and
Deprecation of Digital IDs Comscore’s Total Home Panel. Comscore is
planning to include these vMVPD estimates
Comscore currently uses a patented, in its currency measurements beginning in
deterministic device graph as the foundational January 2023.
identity management system. Comscore
anticipates that a probabilistic device graph will Invalid Traffic (IVT)
be required as the industry moves away from
Comscore uses proprietary IVT filters on all
persistent digital identifiers and as deterministic
digital traffic.
digital identifiers are deprecated. They are
developing a probabilistic device graph to Time-shifted Viewing
address the loss of persistent device identifiers.
Comscore is using resources including the Comscore reports time shifted viewing for
Comscore Total Home Panel to observe IDFA linear TV DVR and VOD on a Live + same day,
loss and persistent cookie loss and create a live + 1, Live+3, Live+7, Live + 15 basis.
hybrid deterministic/probabilistic methodology.
Local measurement
Roadmap: Comscore intends to use its
proprietary Total Home Panel to inform and Comscore provides local measurement,
validate the probabilistic device graph and has covering national U.S. content and ads and
conducted an early test of the methodology to local affiliate content and ads in 210 Comscore
develop cohorts comprised of trackable and Local Markets.
non-trackable digital identifiers.
Comscore Roadmap
Streaming Apps
Comscore priority feature development on
Streaming app content and ads consumption the roadmap:
is measured with the cooperation of the
(1) t o include virtual MVPD measurement in TV
streaming app owner. Comscore measures
currency metrics, as described above,
streaming ad exposure on 15 of the 27 ad-
supported streaming apps/sources on the (2) including ACR data as a calibration input
CIMM-provided list. Comscore measures to TV currency metric to account for OTA
streaming content consumption on eight of viewership, and
the 29 streaming apps/sources on the CIMM-
provided list, including title-level identification
where the content is on live TV, not on live
TV and original programming.

30
3. Innovid term effects of linear, CTV and converged
TV campaigns. Innovid’s cross-platform
Innovid Company Statement coverage includes more than 1,000 unique
publishers globally, all 210 local DMAs and
Innovid delivers a unified view of converged more than 75 international markets.
TV advertising through its cross-platform, TV Real-time reporting is available at granular
measurement solution, InnovidXP. Driven by levels and on multiple campaign dimensions
over one billion video impressions processed such as:
daily and powered by the scale of our ad
server that covers more than 95 million • Impression delivery
households, Innovid empowers thousands • Ad frequency
of advertisers to measure linear and CTV
• Optimal reach and frequency
together – delivering a consistent, accurate
analysis of ad delivery, performance and • Impression delivery and performance by
audience reach across devices and platforms, creative and campaign
including walled gardens. • Impression delivery and performance by
As an always-on independent global software network/publisher, day of week, time of
solution, InnovidXP measures every form day, genre, etc.
of TV advertising including linear, CTV and • Unique and unduplicated reach for CTV
digital, addressable, and various forms of beyond linear and by each individual
video on demand (AVOD, BVOD, etc.). The publisher and platform
platform delivers real-time, cross-platform
TV measurement, including audience • Conversions - Cost per response, cost per
demographics and attribution such as reach, acquisition, etc.
frequency, unique and unduplicated reach, • Online outcomes - web visits, registrations,
and outcomes. TV analytics are leveraged to sales, app downloads, etc.
inform planning and buying across linear and • Audience
CTV advertising, directly driving media and
creative optimizations. • Cross-device reach and frequency
The granularity of impression-based insights Innovid generates revenue from three
in the platform produces the metrics core offerings: ad serving, dynamic
that matter to local, national, and global creative personalization and converged TV
advertisers, assessing audience reach, measurement. All revenue generated through
along with the immediate impact and longer- the InnovidXP platform represents more

31
than 6,000 advertisers spanning CPG, Auto, Real-time reporting and data are primarily
Retail, DTC, Finance, Insurance, Travel, accessed via an always-on dashboard.
Entertainment, QSR, Education, Charities / However, clients also can receive raw data
Non-Profit, and Technology. feeds or API/BI integrations. Innovid also works
with industry and agency systems like OpenAP,
What Innovid measures (high-level MediaOcean, etc. Innovid measurement is not
description) available on a syndicated basis.

Innovid measures the audience reach and Innovid Methodology

effectiveness of TV advertising, including
ad campaign delivery such as reach and Data footprint
frequency, the unique and unduplicated reach
to understand incremental audiences across Innovid’s global measurement is based on
publishers and platforms, and online outcomes. a footprint of linear and CTV households
containing Smart TVs from Inscape/Vizio and
Cross-platform measurement is based on other sources. Innovid claims a data footprint
digital ad impressions from Innovid’s ad server that has access to more than 95 million CTV
footprint and direct publisher certifications, households and 30 million linear TV households
combined with linear TV ad impressions data based on a combination of Smart TV datasets
from various Smart TVs and other 3rd party and certification across 1,000 publishers and
data sources. platforms. Innovid reports that 13.5 million
Innovid provides measurement for local, Inscape devices qualify for reporting on a
national, and global advertisers and covers weekly basis but did not provide number of
all forms of TV, including linear TV, CTV, households reporting. Inscape reports that
addressable and digital platforms, including they have 22 million opted-in devices and
some of the largest “walled gardens.” approximately 1.1 devices per household.
Innovid reports ad exposure on Linear TV, Innovid uses MVPD STB data for reports
DVR, MVPD and VOD using data from Smart provided to MVPDs. Innovid does not identify
TV sets and reports streaming ad exposure on MVPD partners.
CTVs, mobile, tablet and desktop devices for Ad impressions
most ad-supported streaming apps. Innovid
also reports digital ad exposure captured via Digital ad impressions are captured through
its ad server footprint, pixel tags and publisher- Innovid’s global ad serving solution. Additional
provided ad logs. data is collected when an ad tag is fired on a
Innovid uses its proprietary device graph and CTV device that has Innovid’s proprietary SDK
identity framework, Innovid Key, to match installed. For clients that do not use Innovid
linear TV ad exposure with streaming/digital ad for ad serving, Innovid provides an impression
exposure. The matched TV-digital data is the tracker for implementation on third-party ad
basis for cross-platform, unduplicated reach, servers as well as a Response Tracker (running
and frequency measurement. Innovid weights on advertiser websites).
households in the matched data subset to For linear TV impressions, ad occurrence /
the U.S. population and projects digital ad ad schedule data is automatically created
impressions in the subset to the census of by a combination of proprietary and third-
digital ad impressions captured on the ad party ACR.
server. Innovid works with multiple device
Innovid also measures MVPD addressable/DAI
graph providers to onboard 1st and 3rd party
ad impressions.
audiences, including TV viewership segments
for advanced audience intelligence that informs For CTV ad impressions Innovid tracks second
targeting and activation. by second viewing as well as quartile and
completes, and for linear they define an ad
impression as exposure for 1 or more seconds.

32
Competitive ad exposure Innovid uses either Innovid Key 3p identities
or cryptographically hashed, full-resolution IP
Innovid sources ad occurrence data from a addresses as the basis of the match between
3rd party, which is used for measurement the linear TV and streaming/CTV ad impression
and attribution. Competitive intelligence is not datasets. The matched data is used to observe
currently core to the platform offer and is being deterministic overlap between exposure on
evaluated for 2023. linear TV and ad exposure on CTV/streaming
Content viewing and to observe unique and duplicated reach.
Innovid measures the unique reach of each
Innovid does not report on program viewing but channel (linear and CTV) at the publisher
does report on advertising at the program level. level and the overlap in ad exposure at the
household level.
Persons and Households
Device Graph
Innovid measures households, defined by
an IP address, and matches ad impressions Innovid uses Innovid Key for device graph
to a partner device graph and to Innovid’s functionality. Innovid Key’s approach to
proprietary identity solution, Innovid Key. household and device identification depend
upon the partner (LiveRamp, OpenAP and
Persons measurement is currently being
Transunion). Innovid Key for first-party and
evaluated with TVision.
third-party data matching.
Cross-platform In environments where subscriber IDs, IDFAs
unduplicated reach or other PII identity resolutions exist, Innovid
has utilized Experian, Adobe, LiveRamp and
Innovid matches ad exposure from its panel others. Where no identity solution is available,
of Smart TVs to digital ad exposure using such as cookie-less/ non-authenticated CTV,
Innovid’s identity framework, Innovid Key. The Innovid supports privacy compliant, hashed
matching process creates a pool of households IP addresses for pseudo-identity. Desktop,
where both TV and digital ad exposures are mobile, and other devices associated with each
observed, and is the basis for unduplicated, household are linked using cryptographically
cross-platform reach and frequency hashed IP addresses matched to the viewing
calculations. The observed measurements are household.
extrapolated to the total U.S. population and
the total ad impressions universe. Universe Estimates
CTV streaming ad impressions are captured on Nielsen is Innovid’s source of U.S. regional
a census basis. Cross-platform ad impressions population estimates.
require the establishment of a dataset
where both CTV/streaming and linear TV ad
impressions are observed.

33
Weighting moved to submit InnovidXP for accreditation,
reporting that they are awaiting feedback from
CTV, mobile, and desktop impressions are not agency and brand partners as to the value of
weighted as they are collected at the census MRC accreditation within the measurement and
level and therefore do not require weighting outcomes space. Innovid’s ad management
for extrapolation. platform, which encompasses ad serving
Linear impressions are weighted and dynamic creative personalization, holds
demographically in each of the 210 DMAs. 10+ accreditations, related to ad impression
Weighting coefficients are provided by Smart measurement across desktop, mobile and CTV.
TV OEMs and validated against independent For a full list of Innovid accreditations, please
weighting using third-party demographic data. visit the MRC website.
These are then weighted against regional
demographics prior to scaling. Mobile and Desktop
Scaling calculations take account of the Ad exposure and TV ad performance is
expected number of TVs in any household, available cross-device, including mobile
applying a logarithmic formula to adjust for the and desktop.
fact that not all households will have a relevant
TV (i.e., one that captures viewership). Scaling Dealing with measurement
can also be configured to apply demographic challenges: Innovid
weighting and client-provided weightings.

Demographics and Audiences Non-broadband households

Innovid models viewing in non-broadband
Innovid works with third-party data
households and includes it in the universe
partners, such as TransUnion, to
estimates to which the data is weighted. The
measure audience segments.
model is not specified.
Third party segments are appended to each
household and applied to impressions within Over-the-air only
the household. When first party segments are (OTA) households
supplied at the impression level, these co-exist
with the third-party segments. Measurement Innovid models viewing in non-broadband
analysis is then presented by segment. households and includes it in the universe
estimates to which the data is weighted. The
Integrations model is not specified.
InnovidXP is accessible via an online portal/ Households with multiple TV sets
dashboard, and supports data feeds, BI tool
integrations and APIs. Innovid is integrated Innovid’s approach to measurement takes
with OpenAP. into account the expected number of TVs in
Innovid is integrated with Mediaocean and any household. Innovid applies a logarithmic
maintains a proprietary campaign management formula to adjust for the fact that not all
API that can be integrated into other platforms households will have a relevant TV (i.e., one
upon client demand. Innovid lists integrations that captures viewership).
with publisher ad sales systems as “optional.” Hispanic households
Accreditation Innovid does not report viewing by ethnicity.
Innovid is currently evaluating the recently
released MRC Outcomes and Data Quality
Standards. As of Q1 2023, Innovid has not

34
Privacy “Walled Gardens”
Innovid claims that they are compliant with Innovid includes aggregated ad impressions
CCPA and GDPR. measurements from platforms such as Google
and Meta (Facebook/Instagram).
Deprecation of Digital IDs
Invalid Traffic (IVT)
The link between linear TV or CTV viewership
and web outcomes does not rely on cookies. Innovid filters for GIVT across all ad
Hashed IP addresses are a proxy for household impressions, including OTT ad impressions,
identity, and it is possible IP Address could be following guidelines established by MRC.
redacted for web users on certain devices and
browsers. It is likely that there will be increased Time-shifted Viewing
obfuscation of IP addresses in the future.
Innovid does not measure time-shifted viewing
Innovid supports a range of non-cookie, on linear TV.
non-IP based identities through its Innovid
Key technology. Innovid Key facilitates third- Local measurement
party identity resolution through LiveRamp
(including ATS) and TransUnion / OpenAP with Innovid can break-out 210 local television
plans to add ID.5 and UID2 support. Innovid markets for reporting purposes.
invests in approaches to identity modeling Innovid Roadmap
and extrapolation for cases where direct
measurement is not possible. Innovid’s roadmap is focused on unified
measurement across all platforms for more
Streaming Apps accurate and consistent approach to counting
Many streaming apps limit or prohibit and ascribing value, informing data-driven
measurement via Smart TV ACR. audience reach and activation, optimized media
Streaming app content and ads planning and buying, and creative strategy. The
consumption is measured with the roadmap includes:
cooperation of the streaming app owner. • Automated cross-publisher frequency
Innovid measures streaming ad exposure management
on 24 of the 27 ad-supported streaming
• Converged TV age/demographic reporting
apps/sources on the CIMM-provided
list. Innovid does not measure streaming • Co-viewing for linear, CTV and Converged TV
content consumption at the title-level. • Cross-platform reach and frequency
simulation for media planning
• Converged TV content viewership

35
4. iSpot • Complete Campaign Lifecycle Measurement
for Advertising: iSpot measures ad
iSpot Company Statement campaigns from concept to conversion in
a single unified platform, including creative
iSpot.tv is a real-time TV measurement testing, media verification, attention
company used by brands and networks to measurement and business outcomes
measure every second of linear ads on TV including conversion, lift, foot traffic, app
and unify linear and streaming across 400 activity, web, and call center activity.
top publishers and platforms. iSpot measures • Full Spectrum Ad Coverage: iSpot has a
the complete lifecycle of TV advertising from patented system for the detection, tagging
concept to airings and audience verification to and on-screen verification across linear,
conversion in a single platform, iSpot delivers VOD, time shifted delivery and is expanding
fast, accurate and actionable insights for to include streaming, AVOD and CTV. iSpot
planning, buying, and optimizing TV. captures TV creatives for more than 40,000
iSpot originates measurement using its advertisers over 10+ years with 1.8M ads.
patented ad catalog, on screen verification • Unified, Cross-Platform Measurement:
from a panel of 40 million opted-in Smart TVs, Purpose-built to ensure uniformity and quality
12 million set top boxes and a proprietary of data captured across all forms of linear TV
device graph that includes millions of and 400+ streaming publishers/DSPs that
connected phones, tablets and computers and brings together millions of devices, websites,
billions of connected pixels, giving customers and brand-level activity.
a complete view into ad exposures, attention
metrics, business outcomes and brand lift from • Competitive Insights & Benchmarking:
TV and streaming investments. Current and past ad performance,
competitors’ creatives and media plans, and
iSpot’s scale, precision and expertise enable industry and event-specific norms.
industry specific benchmarks, brand specific
KPIs and emerging currencies that networks • Real-Time Results for Data-Driven
and brands can use to justify, optimize, and Optimizations: Real-time in-market
transact on. The company offers CTV validation measurement to adjust on the fly, monitor
products that prove the on-screen delivery creative wear, and measure media delivery.
and value of streaming advertising and iSpot’s
Unification offering is the default measurement
system for CTV platforms including the
Trade Desk.

36
• Large-Scale, Representative Panels: TV broadcast TV networks, national cable TV
ad impressions across 40 million Smart networks, syndication covering local airings in
TVs, set-top boxes, and 300+ streaming >50% of US households and local broadcast
platforms/DSPs are connected to household television in 210 DMAs in their syndicated
demographic and co-viewing data, and Media Measurement service.
extrapolated based on the US Census. In Q4 iSpot measures CTV, mobile and desktop
of 2022, iSpot made a strategic investment content, and ad impressions via its non-
in TVision Insights, which gave the company syndicated Unified Measurement service.
exclusivity to person level data covering 900 Reporting is dependent upon agreement with
CTV sources for the purposes of currency the streaming app provider, integration with
products. Creative assessment data is also Conviva (for content) and use of a pixel tag (for
balanced to the US Census with the largest ad impressions).
sample sizes for rapid creative testing.
iSpot uses IP address as the primary method
• Top Data Scientists & Media Experts: 100% to match Linear TV households with streaming/
US-based team of leading data scientists and digital ad exposure. The matched TV-digital
highly experienced media experts. data is the basis for unduplicated reach and
• Industry Integration: iSpot data can be frequency measurement. iSpot adjusts the
leveraged within platforms like Neustar, data using ARF DASH for digital media usage
Oracle, Snowflake, etc., or within their own behaviors and characteristics and STB data
internal tools to perform advanced MTA, to provide greater household coverage. iSpot
MMM and TV ROAS analysis. iSpot is adjusts time-shifted viewing using TiVo STB
integrated into The Trade Desk and claims data. iSpot projects the matched data to the
to be the default system for measuring U.S. population and ad impression universe.
incrementality, with various integrations with Epsilon is the primary source of demographics.
TV network systems for transactions. iSpot onboards 1st and 3rd party audiences,
What iSpot measures (high- including TV viewership segments for targeting.
Reports and data are available through a
level description) dashboard, data feeds, API/BI integrations,
OpenAP and agency planning/buying systems.
iSpot measures program and ad campaign
delivery and ad outcomes for traditional and iSpot Methodology
advanced audiences, based on digital ad
impressions from pixel tags, publisher-provided Data footprint
ad logs or direct integrations with networks.
This is combined with linear TV ad impressions iSpot’s data footprint is comprised of more
data from Inscape/VIZIO, LG Smart TVs and than forty million opted-in Smart TVs from
5 other unidentified OEMs and calibrated with seven OEMs, calibrated with data from 12
STB data and personified with a proprietary million Set Top Boxes and a person-level panel
use case of TVision’s panel. iSpot uses its of 5,800 households. iSpot has integrations
proprietary ACR technology to create the ads with Epsilon, TransUnion and Experian
catalog that is the basis for detecting and and location-level data from PlaceIQ. iSpot
verifying ad impressions on Smart TVs. captures digital ad impressions using server
iSpot measures digital content consumption integrations and pixel data.
based on partnership integrations with
streaming apps and Conviva.
Ad impressions
iSpot measures content consumption, ads The process starts with an iSpot ad catalog,
impressions, reach and frequency and created using iSpot ACR technology. iSpot
outcomes on linear TV, DVR and MVPD VOD sends the iSpot ad catalog to VIZIO and
on a national basis. This covers national LG to identify ad impressions from linear

37
TV stations and networks. The ad catalog Persons and Households
enables measurement of ads that run on
linear TV (including DVR and VOD), CTV or iSpot content consumption, ad campaign
both within the VIZIO and LG data footprints. delivery and on-screen verification is
TMS is the source of supplemental metadata measured based on person and households.
for ad impressions. Households are defined by a mix of verifiable
Digital ad impressions are captured via a signals including IP address. iSpot recently
pixel tag installed by publishers or server made an investment in TVision and uses the
to server integrations. This enables all TVision panel to determine the probability of
impressions to be captured. who, within the household, is in front of the
TV across a variety of different household
Competitive ad exposure types. The probabilities describing who
is in front of the TV are then applied to
iSpot has a catalog of 1.9 million creatives, the household impression data using the
and ads measurement for more than 300k ads demographics of persons living in the
per year. This allows reporting competitive ad household. iSpot also verifies viewership
schedules and ad exposure sourced from its using a proprietary system that references
own ACR technology and ad catalog. Ads are viewing behaviors, uses statistical model and
categorized by creative, brand, industry, parent persistent consumer surveys.
company, genre, demographic, age, daypart.
Programs are categorized by airings, shows, Cross-platform
networks, type of impression (linear, VOD, unduplicated reach
OTT). Attention metrics, network viewership,
addressable ads, creative variations, and iSpot has a Unified Measurement
onscreen messaging are reported. methodology to match ad exposure from
its footprint of Smart TVs to digital ad
Content viewing exposure and content consumption from
Smart TVs to streaming consumption.
iSpot measures linear TV content
The match primarily uses IP Address.
consumption using a proprietary method
The matching process creates a pool of
that includes ACR fingerprinting, on screen
households where both TV and digital ad
verification, show and ad pod verification.
exposure or consumption is observed, and
iSpot measures streaming content
is the basis for exposure measurement and
consumption using a similar method that also
unduplicated, cross-platform reach and
includes sensor level app data from Conviva
frequency measurements. The observed
and direct integrations with inventory owners.
measurements are extrapolated to the
iSpot reports on 27 of the 29 streaming apps total U.S. population and the total ad
on the CIMM streaming app list and reports on impressions universe.
consumption at the app and program/title-level.

38
Identity / Device Graph with publisher ad sales systems.
iSpot groups ad impressions data into Accreditation
households using Epsilon IDs. Devices are
matched to households using IP Address. iSpot iSpot is currently seeking MRC accreditation
works with third-party device graph partners for its ad schedule/ad airings data. iSpot
Experian, LiveRamp, Epsilon, Adobe, Oracle, intends to seek accreditation for ad
TransUnion and Neustar to onboard/match impressions data after ad airings accreditation.
first- and third-party audience segments and
viewership audiences for advance targeting. Mobile and Desktop
Universe Estimates Ad exposure on mobile and desktop devices
is dependent upon a publisher pixel tag or
U.S. Census is the source of U.S. population publisher/brand-provided ad log files
estimates. The population estimates are
supplemented by the ARF DASH study Measurement challenges: iSpot
(approximately 10,000 survey sample size).
Non-broadband households
Weighting
Non-broadband households are included in
iSpot projects their data to 122.8 million the universe estimates to which the service is
U.S. households. iSpot establishes two weighted; however, whether non-broadband
“panels” for the purpose of weighting to households are measured is not specified.
adjust for viewing by primary and secondary
television sets in Smart TV households. iSpot Over-the-air (OTA) viewing
weights the data to be demographically and
OTA households are included in the
geographically (market-level) representative
universe estimates to which the service is
of the U.S. population
weighted, however, how OTA households are
Demographics and Audiences measured is not specified. iSpot claims to be
able to isolate OTA viewing and report on it
Epsilon is a source of demographics. iSpot via custom analytics.
has validated the demographics by comparing
them to Oracle data. Additional validation is in Households with multiple TV sets
progress. iSpot reports persons 2+, 18+ and
VIZIO, LG and five other OEMs used by
multiple segments. iSpot reports persons 7+,
iSpot typically measure one OEM’s TV set
for program ratings
per household. iSpot addresses the missing
iSpot onboards first- and third-party audiences viewing that could result by weighting the data
through partnerships with multiple device graph as two separate “panels’’ (primary TV set and
vendors. Marketers can choose their preferred secondary TV set) and adjusting viewing levels
device graph vendor for this process. to levels observed in a footprint of 12 million
Set Top Box (STB) households. The STB data
Integrations enables correction for under/over reported
iSpot measurement is accessed via an online viewing and other issues such as SD/HD
portal/dashboard, and supports data feeds, BI viewing skews.
tool integrations and APIs. iSpot is integrated Hispanic households
with OpenAP and with agency planning/buying
systems including The Trade Desk. iSpot data Hispanic households are included in the
can be leveraged within platforms like Neustar, universe estimates to which the service is
Oracle and Snowflake. iSpot is not integrated weighted. iSpot’s data footprint consists of

39
more than five million Hispanic households. Invalid Traffic (IVT)
iSpot does not break-out ethnicity for reporting
purposes in its dashboard. iSpot reports the iSpot does not currently use an IVT solution
major Spanish language networks. Spanish to screen digital ad impressions. Linear and
speaking audiences (and other ethnicities) can streaming impressions on Smart TVs are
be broken out through custom analytics. only counted when a TV Is on, verified ‘on
the glass.’ In the event of false impressions
Privacy delivered to external streaming devices from
the Smart TV when the TV if off, iSpot can
iSpot uses Smart TV data and brand-authorized detect them.
data that is obtained via double opt-in with
express and informed consent. iSpot claims to Time-shifted Viewing
adhere to CPPA and COPPA and complies with
the US Agreement that’s governed by GDPR. iSpot reports ad impressions as Live+Same
Day only or combined with time-shifted
Deprecation of Digital IDs impressions as needed. Time-shifted buckets
include L+3, +7, and up to 30 days.
iSpot claims to have a methodology to improve
loss of fidelity due to cookies deprecation; Local measurement
however, the methodology is not specified. IDs
are periodically refreshed using partners such iSpot does not provide measurement for local
as Experian, Epsilon and LiveRamp. television markets but enables local market
breakouts in the national measurement service.
Streaming Apps
iSpot Roadmap
Several streaming apps prohibit or limit
measurement via Smart TV ACR. iSpot does iSpot priority feature developments on its
not measure ads that run in streaming apps roadmap include:
where the app owner prohibits measurement • Network filtering to measure incremental
unless the publisher or advertisers incorporates streaming on a per-network basis
a pixel tag or provides log files of ad exposure. • Advance audience segment filtering within
iSpot measures streaming ad exposure on cross-platform solution for networks
27 of the 27 ad-supported streaming apps/ • Integration with Mediaocean Prisma, Tunity,
sources on the CIMM-provided list. iSpot the out of home measurement system it
measures streaming content consumption acquired in March 2022.
on 27 of the 29 streaming apps/sources on
the CIMM-provided list, including title-level • Integration with CoreMedia Systems
identification when the content is on live TV • Out of home (OOH) integration and ratings
and not on live TV. iSpot measures original development
programming via partnerships with networks
and via Conviva. • Demographic breakouts by race within cross-
platform and media measurement services
“Walled Gardens” • Competitive data for streaming/CTV
iSpot does not include aggregated ad
impressions measurements from platforms
such as Google and Facebook, but it has
integrations with YouTube.

40
5. LiveRamp Data+Math and the LiveRamp’s cloud-based identity
translation layer.
LiveRamp Data+Math LiveRamp’s cross-screen measurement
Company Statement offering, Data+Math (D+M), is a trusted
dashboard offering utilized across publishers,
LiveRamp is a trusted, neutral platform for the brands, and agencies. By tapping into
fragmented TV, CTV, and digital ecosystem. LiveRamp’s identity graph centered around
It enables clients to connect data within their RampID, D+M provides a 360-degree view of
enterprise and cloud solutions, collaborate with impressions delivered to households to deliver
partners and activate data. With more than cross-screen Reach/Frequency view - and
500 integration partners, 160 programmatic deeper connection to business outcomes for
platforms and customer experience attribution measurement.
applications, LiveRamp helps transform data Data+Math licenses linear TV data from
into meaningful customer interactions. Comscore and Inscape or receives Linear TV
Today advertisers have more choices than exposure data from MVPDs or media owners
ever before. More devices, more viewers, directly, CTV/OTT data, most major DSPs,
more content, more platforms. Through a streaming audio, and digital display publishers.
common, interoperable ID (RampID) that The data are matched using the LiveRamp
is deterministically matched in a privacy device graph, which is used to facilitate
compliant manner, LiveRamp enables integration with client first party and third-
customers to join fragmented, disparate data party data for audiences and/ or conversion
sets together. The data can be distributed events data reporting. Data is reported at the
for measurement and be used by clients household level.
for operational, data science and self-serve LiveRamp’s Vizio sourced TV Ad Exposure
measurement solutions. LiveRamp has Feed offering allows customers to
partnerships across major television networks export direct data feeds of households
and digital platforms. exposed to their brand’s ads or include
LiveRamp measurement applications their competitor’s exposures. The feed,
include cross screen measurement, TV ad centralized on RampID, is cleansed, and
exposure data feed and LiveRamp Data configured so that it is readily consumable by
Hub. LiveRamp measurement is enabled by the client’s in-house analytics environments.
LiveRamp’s RampID interoperable identifier

41
Cross-screen data from publishers and brands using the LiveRamp device graph. Third-
are also made available in LiveRamp Data party demographics are sourced primarily
Hub, a collaborative, self-service framework from Epsilon.
for custom analytics and/or activation use
cases that maintains privacy controls such as LiveRamp Data+Math
reporting minimums and transparency. This Methodology:
program is currently a Beta offering.
Data+Math enables marketers to measure TV’s Data footprint
impact on audiences and business outcomes
Data+Math measures TV viewership in 30
at scale, across screens and across formats,
million U.S. households, sourcing data from
Data+Math provides cross-screen reach,
one or more TV providers including Comscore,
frequency and attribution using a customer’s
Ampersand, Comcast, Spectrum, DirecTV,
first-party data (such as sales, app installs,
Dish, Cox and Inscape/Vizio.
usage tracking, sign-ups), website visitation
data (via a website pixel tag), app downloads, Data+Math creates an in-tab sample that is
and Nielsen Catalina-sourced sales and nationally representative using Comscore and
units data. Inscape households. Households are selected
based on TV viewing behavior, demographics,
What LiveRamp Data+Math and cross-device/web visibility. Linear TV in-
measures (high-level description) tab sample that qualifies for reporting in a 30-
day period: Comscore (8-10M), Inscape (3-4M),
Data+Math measures advertising campaign Ampersand (16-18M).
delivery and outcomes for the TV universe
and advanced audiences, based on digital Ad impressions
ad impressions from pixel tags and publisher-
provided ad logs, combined with linear Data+Math incorporates TV ad exposure data
TV ad impressions. from various sources:

Linear TV is measured via Data+Math is • Kinetiq’s ad catalog of Linear TV ad

integration with Comscore and Vizio Inscape. occurrence / ad schedule data: The ad
Both partners provide a panel of Comscore occurrence data is matched to Comscore
or Vizio Inscape TV households that meet and Inscape/Vizio viewership data to identify
reporting qualifications to measure linear TV ad exposure. The ad catalog enables
impressions and reach. In addition, Data+Math measurement of ads that run on linear TV
can onboard a media owner’s specific (including DVR).
viewership footprint through LiveRamp where • Inscape ACR (auto-content recognition)
the media owner shares the footprint and of Linear TV ad occurrence / ad schedule
exposure data. data: The ad occurrence data is matched
Streaming, audio, and digital ad impressions to Comscore and Inscape/Vizio viewership
on CTV, OTT, mobile and desktop devices data to identify ad exposure. The ad catalog
are captured via pixel tags and ad server enables measurement of ads that run on
logs. Digital ad impressions are matched linear TV (including VOD).
to the linear TV panel via LiveRamp’s • Via MVPDs and TV programmers
device graph. The TV data are the panel directly through exposure files sent
basis for unduplicated reach and frequency through LiveRamp.
measurement. Digital ad impressions data are
Streaming and digital exposure are captured
scaled/weighted to represent the universe of
through pixel tags or ad log exposure feeds.
digital ad impressions.
Data+Math does not use a minimum number
Data+Math onboards first- and third-party of seconds threshold to report streaming and
audiences, including TV viewership segments, digital ad impressions, however streaming

42
tags can be enabled with a third-party 1. L
 inear TV impressions and reach:
verification partner’s on-view event instead LiveRamp creates a sample from the TV
of the impression event. data source using in-tab rules (households
Roadmap: Connecting TV and digital ad must appear in TV viewership a minimum
exposure in clean rooms and the cloud. threshold per month or quarter) and
qualification rules (households must appear
Competitive ad exposure in national demographic dataset). Each
household is assigned a weight such that
LiveRamp does not report cross-screen the sum of the weights in a sample add up
competitive ad schedules or ad exposure. to the TV viewing universe in the US. TV
LiveRamp’s Vizio sourced TV Ad Exposure impressions and reach are calculated using
Feed allows customers to export data feeds this weighted sample.
of households exposed to their competitor’s
2. D
 igital impressions: Digital impressions are
Linear TV ads, reporting timestamp, network,
captured via pixel tags, server ad logs or
program, and creative name.
other data. Digital impressions are matched
Content viewing to the Linear TV sample above to calculate
digital impressions within this sample. The
Data+Math does not measure content universe of impressions in the raw digital
(program level) viewing. data is used to scale up the observed,
matched impressions to represent platform,
Persons and Households property (network) and date.
Data+Math provides measurement of 3. C
 ross-screen Reach: In parts 1 and 2 above,
households defined by LiveRamp’s device a single household might have one weight
graph. Data+Math does not measure at the for TV and different digital impressions
persons-level. “scale factors” depending on the platform,
property, and date. To calculate cross-
Cross-platform platform reach, scale factors are calculated
unduplicated reach for each household for all (TV and digital)
impressions at the same grain of platform,
LiveRamp measurement is based on property, date. The scale factors are
advertising campaign delivery on Comscore aggregated into a single effective weight
viewership data, Inscape/Vizio Smart TV for the household, determined by its
data, or publisher provided TV exposure data, impressions on different platforms. These
supplemented with digital ad impressions effective weights are then used to calculate
on CTV/OTT/streaming, mobile and desktop cross platform reach.
devices. Data+Math pairs exposure and
attribution data to one household Ramp ID to
enable unduplicated reach metrics.

43
Device Graph data feeds and BI tool integrations including
Tableau, Looker, and Bokeh. Data+Math is not
Data+Math leverages LiveRamp’s RampID integrated with publisher ad sales systems or
and identity products. For linear TV, agency planning/buying systems.
LiveRamp anonymizes and resolves TV device
IDs to LiveRamp RampIDs at the household Accreditation
level. When a digital ad exposure is collected
with a pixel or log files, the included online Data+Math is not currently seeking Media
IDs are processed via the LiveRamp device Ratings Council (MRC) accreditation.
graph, resolving these exposures to a
RampID. Data+Math matches ad exposures Mobile and Desktop devices
back to the Data+Math sample, which is Ad exposure on CTV, OTT, streaming, mobile,
also resolved to the same RampID. Cross- and desktop devices is dependent upon a
screen ad exposure and conversion data publisher pixel tag or publisher provided ad log
are matched to one household Ramp ID to files. The captured online IDs are matched to
enable unduplicated reach metrics. a household using LiveRamp’s identity graph
Universe Estimates and resulting in a true view in household cross-
screen reporting.
Nielsen is the source of U.S.
population estimates. Dealing with measurement
challenges: LiveRamp Data+Math
Weighting
National ad campaigns are typically projected
Non-broadband households
to the TV household universe estimate Measurement of non-broadband households is
published by Nielsen. There are cases where dependent upon the source of TV viewership
ad campaigns are projected to the media data. Whether measured or unmeasured, they
seller’s footprint instead (such as Ampersand are included in the universe estimates to which
or Samsung). the data is weighted.
Data+Math creates in-tab samples that are
nationally representative using Comscore or Over-the-air only (OTA)
Inscape households. Households are selected households
based on TV viewing behavior, demographics,
and cross-device/web visibility. Measurement of OTA households is dependent
upon the source of TV viewership data.
Demographics and Audiences Whether measured or unmeasured, they are
included in the universe estimates to which the
Epsilon is the primary source of demographics. data is weighted.
LiveRamp onboards additional first- and
third-party audiences through the LiveRamp Households with multiple TV sets
device graph.
Measurement of multiple TV sets per
Integrations household is dependent upon the source of TV
viewership data. Comscore includes multiple
LiveRamp claims to have an identity sets per household and is weighted/adjusted
infrastructure with more than 500 integrations. to represent this universe. Vizio Inscape ACR
Data+Math is integrated with OpenAP and an generally measures one TV set per household.
approved OpenAP XPm measurement provider. Data+Math does not make its own adjustments
Data+Math measurement is accessed via an to the data for number of television sets.
online portal/dashboard, API integrations,

44
Either Comscore or Inscape/Vizio data is “Walled Gardens”
used in Data+Math measurements, not both,
therefore Data+Math does not de-duplicate Data+Math does not include aggregated
households that may contain both a Vizio TV ad impressions measurements from Walled
set and an MVPD STB. Gardens such as Google and Facebook.

Hispanic households Invalid Traffic (IVT)

Measurement of Hispanic households is Data+Math does not use an IVT solution to
dependent upon the source of TV viewership screen digital ad impressions, however its
data. Whether measured or unmeasured, they streaming tags can be enabled with a third-
are included in the universe estimates to which party verification partner’s on-view event
the data is weighted. Data+Math believes instead of the impression event.
they are getting an accurate representation of Time-shifted Viewing
Hispanic households through their partnership
with Comscore. Measurement of time-shifted viewing
is dependent upon the source of TV
Privacy viewership data.
Data+Math claims that LiveRamp meets LiveRamp does not distinguish between linear
current privacy standards. Certifications TV VOD and DVR ad exposures in reporting.
for CCPA and GDPR or other privacy
compliance were not specified. Local measurement
Deprecation of Digital IDs Data+Math does not provide measurement in
local television markets.
LiveRamp reports that they are continuing
to invest in premium publisher integrations, LiveRamp Data+Math Roadmap
which are built on PII and non-cookie
LiveRamp’s acquisition of DataFleets
platform identifiers.
technology is the basis for enabling
LiveRamp expects other current tracking marketers to access data for their own
mechanisms such as pixels or IP address data science, attribution, and analytics.
alone to run into regulatory hurdles, therefore
Product releases include:
LiveRamp is supporting the ability to work
between multiple identity infrastructures via February 2023: Beta launch of LiveRamp
clean room and cloud transcoding solutions. Data Hub in Safe Haven: Including query
thresholds; controls for data governance;
Streaming Apps many-to-many collaboration.
Streaming app content and ads consumption 2023: Upgrades to the Data+Math reporting
is measured with the cooperation of the attribution model, including longer duration and
streaming app owner. Data+Math measures customized timeframe reporting
streaming ad exposure on 19 of the 27 ad- 2023: Upgrades to cross-screen measurement
supported streaming apps/sources on the household identity spine to include digital-only
CIMM-provided list. Data+Math does not HHs (cord cutters) to allow for multiple currency
measure streaming content consumption at and measurement providers to calculate their
the title-level. own metrics while still maintaining a sense
of reference that is a large data set vs a
proprietary panel approach.

45
6. Nielsen deduplication across all screens (linear TV,
connected TV, computer and mobile).
Nielsen Company Statement Nielsen’s areas of distinction include
the following:
Nielsen delivers audience measurement
representative of the US population for both 1. R
 epresentative – delivering audience
ads and content. Nielsen provides viewership estimates fully representative of the US
and impact analytics primarily to media population, including race, ethnicity,
publishers and marketers and their advertising geography, education, cable status (with
agencies for linear television, streaming broadband only and over the air homes) and
and digital. Nielsen delivers comprehensive coverage of connected device providers
coverage of national ads – nearly 100% of including Hulu, Roku, Amazon and more.
linear TV ads, more than 90% of digital ads and 2. C
 omprehensive and Person Level –
more than 75% of CTV ads. measuring all operable TV sets in the home,
Audience insights are available by household, all devices connected to those TV sets, all
age, gender, and many other characteristics. people in the home including visitors, the
Reported characteristics include hundreds that vast majority of content owners
are collected directly from Nielsen’s panels and 3. T
 ransparent – continually audited by an
data integrations through third party research independent third party and delivering
firms or clients’ first party data. Nielsen detailed methodology reviews to MRC
delivers de-duplicated reach and frequency committee for accreditation process.
measurement for ads and content via Total Ad
Nielsen currently provides cross platform
Ratings and Total Content Ratings.
measurement and planning services for ads
Through Nielsen’s impact solutions, clients and content. Nielsen’s solutions set is evolving
can optimize marketing ROI throughout to Nielsen ONE which will have comprehensive,
the customer journey. Nielsen has also resilient and deduplicated cross-media
embarked on a transformation of its audience measurement. The platform will provide reach,
measurement suite of solutions to deliver frequency and other audience metrics across
Nielsen ONE – a cross-media first product linear programming, streaming, connected TV
suite that will launch at the end of 2022. With (CTV) and digital channels. This will enable
the involvement of several early companies buying and selling of media using a single
participating in the Nielsen ONE Alpha currency that is trusted, independent and
program, Nielsen ONE Alpha is designed standardized across the industry.
to offer both comparability and audience

46
What Nielsen measures (high-level (94,000 persons) qualify for reporting in a 30-
day period.
description)
Nielsen provides out-of-home viewing from
Nielsen measures content consumption a 60,000-person panel where viewing is
and ad campaign delivery and outcomes for detected via a portable meter using passive
linear TV, CTV, and digital platforms, based (watermarking) technology. Nielsen has
on demographics and audiences for linear separate 32,000-person desktop panel,
TV measurement and demographics and 18,000-person mobile panel and panels in local
advanced audiences for ads measurement. markets. The desktop and mobile panels are
Nielsen linear TV content and ads used to inform demography for desktop and
measurement uses consumption data from mobile measurements.
41,000 U.S. households / 101,000 person Roadmap: Nielsen is incorporating MVPD STB
consumer research panel where Nielsen and Smart TV ACR data into its Nielsen ONE
meters are installed for measurement. Linear measurement service. The methodology has
TV content measurement includes DVR and not been specified.
MVPD VOD when the ad schedule is the same
as the linear TV ad schedule. When the MVPD Ad impressions
VOD ad schedule is not the same as the linear
Nielsen uses Nielsen AdIntel ad occurrence
TV ad schedule, it is credited as “Library VOD”
/ ad schedules matched to Nielsen linear TV
and reported separately from the Nielsen
consumption data from the Nielsen TV panel to
currency metrics.
identify viewing to advertising.
These measures are supplemented with
Linear TV ad impressions are also detected
streaming measurement on CTV, mobile and
using Nielsen’s active/passive meter for
desktop devices where the publisher uses
advertisers that watermark the ads. Nielsen
Nielsen technology (SDK) for measurement.
partners with Extreme Reach to automate
Ads measurement on linear TV is from the
ads watermarking. Digital ad impressions
Nielsen TV panel. Ads measurement on CTV,
are captured via ad server integrations or
mobile and desktop devices is based on pixel
pixel tags, which enables a census of digital
tags and client-provided ad logs.
ad impressions to be captured. Digital ad
Nielsen provides measurement on a national impressions are matched to linear TV ad
basis and across 210 local markets, called impressions using Nielsen’s device graph.
Designated Market Areas (DMA).
Ad campaign delivery measurements include
Reports and data are available through a unduplicated reach, frequency, impressions,
dashboard, data feeds and BI/API integrations and other metrics. Nielsen reports ad campaign
and in ad buyer and ad seller systems. delivery on a persons basis. Persons are
Nielsen content measurement is available determined from the Nielsen TV panel and
on a syndicated basis. Ads campaign projected to the digital ads universe.
delivery measurement is available on a
A linear TV ad impression is credited as
proprietary basis.
follows: the viewing source that is tuned for the
Nielsen Methodology majority of a minute receives credit, and any
ads within that minute are receive credit for that
Data footprint audience. For Digital & CTV, Nielsen counts
the ad impression when the pixel tag fires and
Nielsen linear TV measurement (including DVR provides options to apply qualifiers including
and MVPD VOD) is based on 41,000 randomly MRC Viewability standard.
selected U.S. households (approximately Roadmap: Addressable MVPD ad impressions
101,000 persons). 38,000 households from Dish, DirecTV, Vizio and Roku is

47
on Nielsen’s roadmap. Nielsen ONE will Nielsen’s primary C3 Average Audience metric
enable inclusion of ads overlays in the is the average of minutes where the majority
measurement and sub minute measurement of each minute is advertising, capturing live
(15 seconds or more interval) and and time-shifted viewing over a three-day
measurement of individual ads. period. VOD ads exposure outside of the C3
window is captured where MVPDs watermark
Content consumption the advertising, enabling the DAI feed to be
identified and reported.
Nielsen linear TV content and ads measurement
is based on viewing from 41,000 randomly Roadmap: Nielsen is expanding its data
selected and recruited U.S. households to footprint in an initiative called Nielsen ONE to
create a representative, longitudinal consumer enable measurement at a more granular level
research panel. TV sets in Nielsen households than can be achieved using a research panel
are installed with an active/passive meter. alone. The initiative will incorporate MVPD STB
and Smart TV ACR data. Nielsen consumer
The primary means of identifying content and
panels will be used to validate and calibrate
ads on linear TV is using “passive” technology.
the STB and ACR data and measure audiences
The “passive” technology identifies watermarks
missing from the STB and ACR footprints.
in programming and ads that have been
inserted by publishers and advertisers. The Competitive data
watermarks are matched to a dictionary of
watermarks to identify the content and the Nielsen reports competitive ad schedules and
advertising. “Active” technology is used competitive ad campaign delivery for linear
where watermarks are not available. Active TV and CTV using its TV panel. Ad campaign
technology creates fingerprints of content and delivery measurement on CTV, mobile and
ads as they are viewed and matches them to a desktop, where data collection requires pixel
dictionary of fingerprints established by Nielsen tag or other tech integration by the advertiser,
as it monitors programming. is proprietary to the client.
Once tuning events are detected, they Persons and Households
are matched to program schedules and
metadata provided by Gracenote and Nielsen measures persons and households
provided by the publishers. for linear TV and CTV content and ads
Demographics are captured using a remote- measurement. Nielsen measures persons for
control device. Households are instructed streaming on mobile and desktop devices and
to identify whether they are in the viewing digital ads measurement.
audience using a remote-control device
programmed with household member names
Cross-platform
and providing for guests. Household members unduplicated reach
and guests are prompted approximately every
Nielsen observes duplication across linear TV
30 minutes to indicate whether they are in the
and streaming for persons within households
viewing audience.
installed with both the TV active/passive meter
Approximately half of Nielsen households and the streaming meter. Duplication is further
also have a streaming meter installed which observed across mobile and desktop devices
captures consumption on streaming apps, after the digital ad impressions and content, if
reported at the total app-level. Nielsen applicable, are matched to the household using
reports program/episode-level detail for the Nielsen device graph.
streaming providers Netflix, Amazon, Hulu,
Disney+ and AppleTV. Device Graph
Nielsen uses its own device graph to match
mobile and desktop device ads impressions to

48
Nielsen TV panel data. Nielsen’s device graph for the following market characteristics:
is integrated with Experian’s device graph. Hispanic, where applicable, Black, Age of
Roadmap: Nielsen intends to integrate with Householder <35, 35-54 and 55+, Cable+,
additional third-party device graphs. OTA, BBO, HH Size 1-2, 3-4, and 5+, Presence
of any children <18.
Universe Estimates
Demographics and
Nielsen uses data from the U.S. Census and Advanced Audiences
a proprietary Nielsen enumeration survey to
generate TV Household Universe Estimates: Demographics are captured directly from
Nielsen panelists. For national panelists who
Nielsen defines a television household as a
are also measured in local markets using
home with at least one operable TV/monitor
set meters, and for national panelists with
with the ability to deliver video via traditional
unidentified demography, demography is
means of antennae, cable STB or Satellite
assigned using a methodology called Viewer
receiver and/or with a broadband connection.
Assignment Methodology.
Weighting Additionally, Nielsen can match panelists to
third-party sources of consumer data or use
Nielsen households and persons in the
fusion methodologies to report additional
TV panels are weighted to match Nielsen
demographics. Nielsen works with third-
universe estimates on dimensions that include
party providers MRI Simmons, Nielsen
geography, demography, ethnicity household
Catalina Solutions, Nielsen Buyer Insights,
size and other dimensions. Weighting is
Polk, and Quotient and can support first
also used to account for daily variations in
party data integrations.
household and persons participation. Nielsen
evaluates the weighting controls annually to Viewer Assignment is a statistical technique
ensure the weighting model is consistently that uses demographic-based tuning event
using the characteristics that are most in ’people meter’ households and assigns
related to tuning. demographics to tuning events in ‘set
meter’ households where the household
Nielsen reports that as of February 2022, 18
demographic composition is known but not the
of the 25 LPM (active/passive meter) markets
demographics for each tuning event.
and 19 of 31 TV set meter markets are +/- 2
percentage points from the Universe Estimate

49
Integrations Households with multiple TV sets
Nielsen measurement is accessed via an The Nielsen panel measures all TV sets in
online portal/dashboard, data feeds, BI and the household.
API integrations.
Hispanic households
Nielsen is integrated with OpenAP to activate
advanced audiences. Nielsen is integrated The Nielsen panel includes Hispanic
in publisher ad sales systems and agency households. Nielsen uses an area probability
planning/buying systems. sample, in-person recruitment, differential
(higher) incentives, Bilingual (English
Accreditation and Spanish) field staff and recruitment
Nielsen is currently seeking Media Rating materials, weighting, and other techniques to
Council (MRC) re-accreditation for its maximize participation by groups including
measurement services. Hispanic households.

Mobile and Desktop devices Privacy

Ad exposure measurement on mobile and Nielsen does not specify compliance with
desktop devices is dependent upon a publisher CCPA and GDPR.
pixel tag, publisher integrations or publisher/ Deprecation of Digital IDs
brand-provided ad log files. Streaming app
content consumption on mobile or desktop Matching digital ad impressions to Nielsen’s
devices is dependent upon permission of the TV panel relies on digital IDs to establish which
streaming app owner as is reported through ad impressions and mobile and/or desktop
separate products, including Digital Ad Ratings devices belong to the same household.
(DAR), Digital Content Ratings (DCR) and dTVR. Nielsen’s current ID resolution system is a
consent-based system.
Dealing with measurement
Roadmap: Nielsen intends to contextual
challenges: Nielsen data (metadata) to create a probabilistic
device graph to address gaps in IP Address
Non-broadband households coverage. Nielsen supports use of universal
identifiers such as UID2.0 and ID5 and hashed
The Nielsen panel includes non-broadband
email addresses.
households.
Roadmap: Nielsen intends to change how Streaming Apps
it uses the Nielsen panel (methodology
unspecified) to fill in the gaps in MVPD STB Nielsen measures streaming ad exposure on
and Smart TV data, including measurement 26 of the 27 ad-supported streaming apps/
of non-broadband. sources on the CIMM-provided list. Nielsen
measures streaming content consumption
Over-the-air only on 26 streaming apps/sources on the CIMM-
(OTA) households provided list including title-level identification
where the content is on live TV. Nielsen
The Nielsen panel includes OTA households measures streaming content consumption on
16 of streaming apps/sources on the CIMM-
Roadmap: Nielsen intends to change how
provided list including title level identification
it uses the Nielsen panel (methodology
where the content is not on live TV. Nielsen
unspecified) to fill in the gaps in MVPD STB
measures original programming on streaming
and Smart TV data, including measurement
apps/sources for 6 streaming apps/sources.
of OTA households.

50
Nielsen measures Vizio WatchFree, Samsung Local measurement
TV Plus and Roku Channel live streaming/FAST
channels streaming apps. Nielsen provides local measurement, covering
national U.S. content and ads and local affiliate
“Walled Gardens” and syndication content and ads in 210 DMAs.
Nielsen does not include aggregated ad
impressions measurements from platforms Nielsen Roadmap
such as Google and Facebook. Nielsen priority feature development
Invalid Traffic (IVT) on the roadmap is Nielsen ONE, which
incorporates MVPD STB and Smart TV
Nielsen does not specify IVT solutions ACR data in the measurements.
or partners.

Time-shifted Viewing
Nielsen reports time shifted viewing for
linear TV DVR and VOD on a Live+3 and
Live+7 basis.

51
7. Samba TV representative, as it is pulled from the greatest
number of Smart TV manufacturer partners
Samba TV Company Statement in the industry. Their U.S. panel, proprietary
identity graph covering 106M U.S. HHs, and a
Samba TV is a global leader in first-party data variety of log-level and pixel integrations across
for TV & omni screen audiences, advertising, the publisher/platform landscape enable their
and analytics. Samba TV’s Automated multi-channel, partner, screen, creative and
Content Recognition (ACR) software is tactic-level measurement products.
integrated into the hardware of leading Smart Samba TV’s services are differentiated based
TV brands (24 globally, 10 US), and provides on these key benefits:
insight into content viewership and advertising
exposure across broadcast, cable, OTT, and • First Party Data and End-to-end Owned
digital media. Tech Stack: Samba TV’s ACR technology
is built into the Smart TVs of manufacturing
As a leader in cross-platform measurement partners. They capture exposure to content
today, Samba TV provides campaign and ads using their own technology assets
measurement for top marketing, publishing, including an identity graph, ad schedule and
and agency clients for audience delivery, curated measurement panel. Samba TV’s
deduplicated reach and frequency, as well as solution is fully connected end-to-end, with
business outcomes. They offer live campaign no loss of fidelity when measuring the overlap
dashboards (updated every 24 hours) of ads between their TV panel and identity
that clients tap into for in-flight campaign graph, which allows Samba TV to capture
optimization, including a view of audience and measure more advertising insights at the
aggregated and deduplicated impressions by most granular levels.
channel and by individual TV, CTV, and digital
publishers. Additionally, Samba TV offers • Measurement Panel: Samba TV’s first-
exposure-level reporting for all these metrics. party U.S. TV data footprint is diverse
and representative, drawn from 10 Smart
Samba TV measurement products and services TV manufacturers who sell TVs at nearly
are built on first-party, deterministic TV every price point and combination of
viewership data from their U.S. research panel features, across a multitude of retail
of 3 million ACR households, normalized at distribution channels. Their panel is 100%
the DMA level to be representative of the U.S. opt-in and consists of only ACR data
population geographically and demographically to accurately capture the ever-evolving
(age, gender, ethnicity, income). Samba TV’s viewership landscape.
TV data footprint is the most diverse and

52
• Identity: Samba TV is an identity leader Samba TV Methodology
and service provider, with an owned and
operated 106M HH US Identity Graph, Data footprint
which serves as the spine for their cross-
channel measurement products. This Samba TV’s TV measurement is based
identity solution takes a private graph on a footprint of approximately 3 million
approach that deduplicates multiple sources households using Smart TV sets from 10
of identity to a single household, allowing for manufacturers. The manufacturers include
the clean and precise integration of multiple Sony, Phillips, Sharp, Toshiba, Sanyo,
identity keys and numerous third-party data Element, Magnavox, Seiki, Westinghouse,
sets for licensors. and TCL. Approximately 1.8 million of the
total 3 million household footprint qualifies for
What Samba TV measures (high- reporting in a 30-day period.
level description)
Ad impressions
Samba TV measures content (programming,
network, and platform) consumption across Ad exposures for linear TV, DVR, VOD and
linear TV (inclusive of DVR and VOD) select linear addressable and streaming are
and streaming TV, as well as advertising captured via ACR technology. The majority of
impressions, reach, frequency, and outcomes linear addressable TV, streaming TV, and all
across linear TV (inclusive of DVR/VOD), digital advertising across mobile, tablet, and
streaming TV, linear addressable and digital desktop screens, are captured via Samba TV
platforms. Measurement is delivered on a pixel tags and publisher-provided ad logs.
national basis and locally in the top 20 DMAs. Social, digital radio and other walled-garden
publishers work with Samba TV by providing
Ad exposures for linear TV, DVR, VOD, and direct API access or ad logs for deduplication
select linear addressable and streaming, are and inclusion in measurement.
captured via ACR technology. The majority of
linear addressable TV, streaming TV, and all Linear TV ad occurrence data is supplemented
digital advertising across mobile, tablet and with ad occurrence data from Kinetiq to
desktop screens are captured via Samba TV increase local affiliate spots and align the data
pixel tags and publisher-provided ad logs. to industry-standard brand taxonomy. This
enables a census of digital ad impressions to be
Samba TV uses its own U.S. TV panel and captured. Digital ad impressions are matched
identity graph to match CTV and digital ad to Samba TV households using Samba TV’s
impression data to linear TV consumption identity graph.
and ads data. The matched results are
extrapolated to the total U.S. household An ad impression is defined as viewing for 5
population and total ad impressions universe seconds or more.
and are the basis for unduplicated reach and
frequency measurement.
Content consumption
Experian is Samba TV’s primary source of Samba TV captures linear TV program schedule
demographic info. Samba TV can onboard data using ACR. The program schedule data
first- and third-party audiences, including TV is matched to linear TV consumption data to
viewership segments for advanced targeting. assign program titles and network/station.
Metadata is provided by Redbee Media.
Reports and data are available through a
dashboard, data feeds and BI integrations. Samba TV reports linear TV consumption and
Samba TV licenses its raw data but does streaming consumption as it occurs using
not currently offer content measurement OTT devices (Amazon Firestick, Roku, etc.).
or advertising exposure data on a This includes programs that run on linear TV
syndicated basis. for which there is a program schedule, and

53
programs that run on streaming apps that Identity / Device Graph
have been pre-ingested into the Samba TV
system. Samba TV has an extensive streaming Samba TV’s identity graph uses a deterministic
content library with more than 22,000 hours of / probabilistic hybrid matching algorithm that
content. Samba TV is currently adding more utilizes 70 days of historic data to match a
than 1,500 hours of new content per month. device to a household.
Content can also be specifically ingested to Samba TV’s Identity Graph is anchored around
meet client needs. TV sets, which are an immovable household
Samba TV reports audiences to programming indicator. Samba TV leverages a variety of
across linear, streaming, and FAST platforms. technology and partnerships to map the
Samba TV supports reporting at the title, mobile, tablet and desktop devices in each
network, seller (vendor), platform and device household surrounding those TV sets. Samba
type levels of granularity. TV claims that this TV-focused identity model
is unique for identification and measurement of
Competitive data streaming TV advertising.
Identifiers are collected from Samba TV enabled
Samba TV reports competitive ads across all
televisions, Smart TV partners, and using the
linear TV channels. Streaming ad exposure is
Samba TV pixel tag. Samba TV’s identity graph
reported when collected via Samba TV ACR.
utilizes IP, cookies, MAIDs, device IDs and
Samba TV does not report competitive digital
proprietary Samba TV IDs, as well as location
ad exposure data collected via pixel or ad log.
and timestamp, to create device and household
Persons and Households level mappings (hashed emails on the Q4 2022
roadmap). Samba TV validates its identity graph
Samba TV measures household viewership via partnerships with Experian and LiveRamp.
behaviors and reports on persons within Samba TV has integrations with leading identity
households when reporting demographics but partners (Experian, LiveRamp, Neustar, TapAd)
does not personify or report ad exposures or to enrich their graph and improve the ease of
co-viewing impressions. Experian is Samba onboarding customer datasets
TV’s primary source for demographics, and
Samba TV can onboard first- and third-party Universe Estimates
advanced audiences, including TV viewership
segments for advanced targeting. Samba TV sources universe estimates from
Nielsen (Nielsen Local Television Market
Cross-platform unduplicated reach Universe Estimates and National Television
Household Universe Estimates).
Samba TV matches content consumption and
ad exposure from its footprint of Smart TVs Weighting
to digital ad exposure using their proprietary
106M household identity graph. The matching Samba TV Smart TV households are weighted
process creates a pool of households where to match Nielsen universe estimates and
both TV and digital ad exposures are observed. 121 U.S. households. Samba TV has Smart
This is the basis for unduplicated, cross- TVs in all 210 DMAs in the U.S. and the
platform reach and frequency measurements. distribution of TVs aligns with the distribution
The observed measurements are extrapolated of households in the U.S. Samba TV then
to the total U.S. population and the total ad weights its panel against the annual U.S.
impressions universe. Census American Community Survey (ACS)
data for geography and demographics (age,
gender, ethnicity, income).
Samba TV reports that in their most recent
panel, median HH weights range from 5 to 25

54
households in the U.S, meaning that for the Over-the-air only
DMA with the sparsest coverage within the
Samba TV panel a single HH would represent at
(OTA) households
most 25 other households. OTA only households are not measured. They
Demographics and are included in the universe estimates to which
the data is weighted.
Advanced Audiences
Households with multiple TV sets
Experian is Samba TV’s source of household
demographics. Samba TV also creates Samba TV measures one TV set per household.
advanced audiences defined using TV If there is more than one smart TV set in the
viewership and ad exposure data (such as household, Samba TV retains the primary
Cord-Cutters or Light/Medium/Heavy Viewers, television set in the measurements.
or Sports Fans).
Hispanic households
Samba TV onboards first- and third-party
audiences for advanced targeting through Samba TV reports that their unweighted
partnerships with multiple identity graph Hispanic composition within their measurement
vendors including LiveRamp, Neustar, Experian panel closely aligns to the U.S. Census. (17.6%
and TapAd. Samba TV can also work with in Samba TV vs. 18.5% in Census). Samba
partners such as Transunion, Adstra and TV reports a weighted Hispanic population
Acxiom. Marketers can choose their preferred difference of 0.0032% vs. the US Census.
identity graph vendor for this process.
Privacy
Integrations
Samba TV is certified as GDPR compliant by
Samba TV measurement is accessed via ePrivacy and applies the GDPR standards
an online portal/dashboard, data feeds and globally. Global application of the GDPR
BI tool integrations. Samba TV does not standards, including processing the consumer’s
currently support API integrations. Samba personal information based on opt-in consent,
TV is not currently integrated with OpenAP, advances Samba TV’s compliance with other
publisher ad sales systems, and agency data protection laws. Additionally, Samba
planning/buying systems. TV complies with the unique components of
other applicable data protection laws such as
Accreditation the CCPA and its requirement to provide the
Samba TV is not currently seeking Media Rating consumer with a “Do Not Sell My Personal
Council (MRC) accreditation. Information” website opt-out.
A certified government auditor has designated
Mobile and Desktop devices Samba TV to the Children Online Privacy
Protection Act’s Safe Harbor based on its
Ad exposure on mobile and desktop devices
compliance with COPPA.
is gathered via publisher pixel tag or publisher/
brand-provided ad log files. Samba TV does not Samba TV is ISO 27001 certified.
measure consumption from streaming apps on
mobile or desktop devices. Deprecation of Digital IDs
Dealing with measurement Samba TV will continue to collect signals
from Samba TV HHs, which includes a unique
challenges: Samba TV television identifier and IP address in both the
Non-broadband households U.S. and international markets.

Non-broadband households are not measured.

They are included in the universe estimates to
which the data is weighted.
55
Digital browsing data capture will be impacted such as Google and Facebook in their cross-
by digital ID deprecation. Samba TV says they publisher reporting. Samba TV has partnerships
are committed to continuing to capture or with Facebook (and other walled environments)
source signals that will still be available after the to enable single publisher measurement.
changes and/or lean on partners that are able to
collect these signals reliably, including Experian Invalid Traffic (IVT)
and LiveRamp.
Samba TV typically partners with MOAT for
The Samba TV identity graph methodology is digital ad verification services but can utilize
rooted in first-party, 100% opt-in ACR TV data. the clients preferred partner as needed. Samba
Samba TV does not foresee that deprecation TV utilizes opted-in Smart TV households that
will impact the ability to run a strong graph. have been cross-validated by the Samba TV
Samba TV states that they are committed Identity Graph and Experian. Outliers such as
to being identifier-agnostic and meeting the abnormally high household level IP traffic and
market with identity solutions. device counts are filtered from the data.
Streaming Apps Time-shifted Viewing
Many streaming apps prohibit or limit Samba TV can measure streaming AVOD,
measurement via Smart TV ACR. Samba TV streaming SVOD, MVPD VOD, TV VOD and
measures content and ads from streaming apps DVR consumption. There are limitations on
on Smart TVs where the consumption occurs distinguishing these content sources from each
via an OTT device. Samba TV measures ads other when measuring linear TV-originated or
from streaming apps where the publisher or syndicated content.
advertiser incorporates a pixel tag, ad server
integration, or log files. Local measurement
Samba TV does not measure content or Samba TV measurement covers national U.S.
ads from streaming apps that are installed content and ads, local affiliate content and ads,
/ pre-installed on the Smart TV set because and local operator/MVPD ad inventory in the
streaming apps generally prohibit measurement. top 20 DMAs.
Samba TV measures streaming ad exposure
on 27 of the 27 ad-supported streaming apps/
Samba TV Roadmap
sources on the CIMM-provided list. Samba Samba TV priority feature development on the
TV measures streaming content consumption roadmap:
at the title-level on 29 of 29 streaming apps/
sources on the CIMM-provided list where • Samba TV plans to launch a new
the content is on live TV and for original measurement platform for cross vendor reach
programming. Title-level measurement of and frequency measurement to enable deeper
streaming content consumption is limited for insights and interactivity from the delivery
content not on live TV. layer of our solutions.
Roadmap: To provide greater insight into • Samba TV recently launched an incremental
streaming content viewership, Samba TV reach dashboard designed to allow
is creating a re-weighted panel based on advertisers the ability to optimize digital
households where OTT devices are used campaigns mid-flight for more efficient
for streaming. reach expansion.
• Samba TV is actively developing their next
“Walled Gardens” generation of measurement delivery offerings
Samba TV does not include aggregated ad to increase flexibility, surface new learnings,
impressions measurements from platforms and improve the overall experience.

56
8. VideoAmp VideoAmp’s competitive advantages lie in the
following areas:
VideoAmp Company Statement • Foundation in Cross-Platform Measurement:
VideoAmp was founded in 2014 to measure
VideoAmp is an advertising measurement audiences across platforms and capture
and optimization platform increasing the changing viewership behaviors. VideoAmp
value of advertising by redefining how media has invested heavily in building technology to
is valued, bought, and sold. The VideoAmp support the use of big data for cross-platform
platform automates advertising workflows, measurement, and now, currency.
deduplicates audiences across traditional TV,
streaming video, digital media, and walled • Data Quality and Methodology: VideoAmp’s
gardens and connects media exposures to proprietary commingling process solves
an advertiser’s sales. for inaccuracies and gaps in a single data
source, like Smart TV or Set-Top-Box alone.
VideoAmp provides two types of measurement: VideoAmp commingles Set-Top Box (STB)
- Audience Measurement: VideoAmp enables and Smart TV Automatic Content Recognition
advertisers and publishers to analyze (ACR) television exposure datasets, ingesting,
cross-platform reach and frequency across cleansing, and enriching to earn the dataset
demographic and advanced audiences and the label of currency-grade.
identify share-shift opportunities to maximize • Focus on Privacy: Along with our partners,
reach at the optimal frequency. VideoAmp we moved measurement towards a more
provides demographic and advanced audience secure future using privacy technologies and
measurement for linear, digital, and cross- ‘cleanrooms’, making integration easy for
platform content and campaigns. publishers across use cases, using VideoAmp
- Outcome Measurement: VideoAmp enables UIs and APIs to simplify, facilitating
advertisers to quantify the online, offline, or advanced measurement with fewer query
tune-in conversions delivered as a result of ad constraints and allowing for more complex
exposures with Multi-Touch Attribution and Lift. methodologies and requiring only one day of
VideoAmp solutions assign fair and accurate publisher resources.
credit to each touchpoint along the consumer • Holistic Workflows: VideoAmp powers
journey and identify the most effective partners workflows across the advertising ecosystem
and audiences at driving ROAS. including planning, activation, measurement,
and optimization.

57
• Interoperability: VideoAmp integrates with reach and frequency and outcomes on linear
buy and sell side including OpenAP, Lake5, TV, CTV, and digital platforms.
Mediaocean, Freewheel, Operative, MSA, and VideoAmp reports content and ad exposure
Star Media, with others coming. across Linear TV, DVR, MVPD VOD on
• Industry Initiative Participation: VideoAmp connected Smart TV sets and non-Internet
commits best-in-class measurement assets, connected TV sets. VideoAmp reports
including being charter sponsor of the streaming (linear and VOD) consumption on
ARF DASH study, license to S&P’s Kagan CTVs and streaming ad exposure on CTVs,
data, and participation in the HyphaMetrics mobile and tablet, depending upon agreement
Content Metrics and TVision/Gemius trials. with the streaming app owner.
• Talent: VideoAmp has heavily invested in VideoAmp leverages multiple identity providers
talent over the past two years, from key as a multi-sourced or “commingled” identity
executive hires to bolstering engineering solution. The matched TV-digital data,
teams. With its exponential growth, resolved to the VideoAmp identity graph, is the
VideoAmp has preserved a culture of high- basis for unduplicated reach and frequency
performance with a laser-focus on creating measurement. VideoAmp projects observed
the tools and software the buy and sell side reach curves in the matched data subset to the
need to make more sophisticated, data- U.S. population.
driven decisions. Reports and data are available through a
What VideoAmp measures (high- dashboard, data feeds, API integrations and
integration with OpenAP and other partners.
level description)
VideoAmp can deliver ratings datasets at
VideoAmp measures both content and different cadences depending upon use case
advertising, across demographic and advanced and client need. Actualized ratings are reported
audiences, with the ability to connect 19-23 days after airing for currency guarantees
advertising exposure to business outcomes Preliminary C3 ratings are delivered 5 days
through multi-touch attribution and lift. after air. Overnight ratings are delivered next
Measurement includes linear TV, streaming and day after air. Overnight capabilities will be
digital platforms on a national and local basis expanding in 2023.
to provide a holistic view of performance for
both advertisers and publishers. VideoAmp Methodology
Cross-platform measurement consists Data footprint
of a variety of linear TV and digital data
sources. Digital ad exposure is captured via VideoAmp measurement is based on a footprint
a measurement pixel and publisher-provided of 39 million U.S. households. Measurement
ad logs, which can be integrated within a is based on Inscape/Vizio Smart TV sets, and
data clean room as a privacy-first, closed Dish, Frontier, TiVo, and Comcast STB data.
environment to enable matching of first party VideoAmp has access to other sources of
data with partner data. In addition, VideoAmp MVPD STB data for reports specifically for
works with Conviva to provide census-level those MVPDs. Households that resolve to a
streaming content measurement. VideoAmp ID, via the multi-sourced ID graph,
For linear data, STB and Smart TV ACR data are included in the measurements. VideoAmp
are comingled and deduplicated from sources does not publicly disclose the number of
including Inscape/Vizio Smart TVs, DISH STBs, households that qualify for reporting in 30 days.
TiVo STBs, Frontier STBs, and Comcast STBs.
VideoAmp measures content consumption,
content reach and ad impressions as well as

58
Ad impressions to assign viewership probabilities to each
household member. The algorithm is trained
Digital ad impressions are captured through using TVision data.
a measurement pixel and publisher-provided
ad logs, which can be integrated into privacy- Roadmap: VideoAmp is investigating
first clean room environments. For linear TV, alternative techniques and tools for training
addressable advertising, and FAST streaming the algorithm and collecting co-viewing data
impressions, VideoAmp leverages publisher- as enhancements to data footprints that would
provided as-run logs, which is a requirement become currency of record in the future.
for all currency deals measured and guaranteed
on VideoAmp data. Kantar ad occurrence
Cross-platform
data and Gracenote program data is used unduplicated reach
for planning, testing and research purposes.
FAST streaming channel ad impressions are VideoAmp matches ad exposure from its
determined using a time-based match between footprint of Smart TVs and STBs to digital
ad occurrence data and viewership. ad exposure using device identifiers such as
cookies, device IDs and IP addresses plus
VideoAmp recommends that clients use an ad additional metadata that is resolved through
impression definition as exposure for two or multiple match sources and matched to a
more consecutive seconds, as per the MRC. VideoAmp Household ID.
Competitive ad exposure The matched identifiers create a pool of
households where both TV and digital ad
VideoAmp reports competitive ad exposure exposure is observed, and is the basis for
on linear TV from its commingled TV unduplicated, cross-platform reach and
viewership footprint. frequency measurements. The observed
measurements are extrapolated to the
Content viewing total U.S. population and the total ad
VideoAmp provides both national and local impressions universe.
market content measurement. Device Graph
Persons, Households VideoAmp leverages multiple identity providers
VideoAmp measures households and persons. as inputs into a multi-sourced or “commingled”
identity solution. Smart TV and MVPD STB
Currently personification is based on the households are matched to VideoAmp
household demographic composition and the household IDs. Digital ad exposure data from
viewing occurring within the household via an any source is mapped to VideoAmp household
algorithm run against every in-tab household IDs using multiple identity providers including

59
Experian, LiveRamp, Transunion, Open ID, and Accreditation
other identity resolution providers.
Roadmap: VideoAmp will commence the MRC
Universe Estimates process with a pre-audit in 1Q 2023.
The U.S. Census is VideoAmp’s source of U.S. Mobile and Desktop
population estimates. The ARF DASH study
and S&P/Kagan are VideoAmp’s sources for TV VideoAmp measured mobile and desktop
household type. via digital identifiers such as cookies and
device IDs captured via measurement pixel or
Weighting publisher digital ad log files.
VideoAmp weighting dimensions include age/ Dealing with measurement
gender, race/ethnicity, HH size, education,
and other variables. The households are
challenges: VideoAmp
weighted to the full U.S. population. VideoAmp
also controls for Over the Air (OTA), bundle Non-broadband households
(i.e., cable, satellite, and vMVPD), and stream-
Non-broadband households are not included
only households.
in VideoAmp measurement; however, they are
VideoAmp’s footprint includes households in included in the universe estimates to which the
every local TV market, and they report that the data is weighted.
population in the local market generally reflects
the U.S. census distribution. Market footprint Over-the-air only
distributions before and after weighting are (OTA) households
available to clients upon request.
VideoAmp uses Kagan for OTA universe
Demographics and Audiences estimates by market and weights at
the marketing or market cluster-level to
VideoAmp supports demographic audience represent OTA households.
measurement for households and persons as
well as onboarding of first, second- and third- Households with multiple TV sets
party audiences for advanced measurement
as requested by clients. VideoAmp supports VideoAmp weights the data to
creation of advanced audiences based on account for partial-TV set coverage in
linear TV ad and content viewership as well Smart TV households.
which can be used for further optimization. VideoAmp de-duplicates households that may
Integrations be included in both the Inscape/Vizio Smart TV
and MVPD STB data sources.
VideoAmp measurement is accessed via an
online portal/dashboard and supports data
Hispanic households
feeds and APIs. In addition, VideoAmp is VideoAmp weights Hispanic households
integrated with OpenAP and was a launch in the sample to the universe of Hispanic
partner for XPm, as well as Mediaocean system households. VideoAmp introduced a
to enable seamless billing and media execution weighting enhancement to measure
workflows for agencies. VideoAmp is also Spanish language sources.
integrated as white label solution for planning
and measurement into client workflow systems.

60
Privacy Invalid Traffic (IVT)
VideoAmp claims that they are compliant VideoAmp relies on publishers to filter out
with CCPR and GDPR. They do not list invalid traffic from digital data provided
any certifications. for measurement.

Deprecation of Digital IDs Time-shifted Viewing

VideoAmp claims that the elimination of VideoAmp measures DVR playback but does
third-party cookies, persistent IP address not measure MVPD/Linear TV VOD
and unavailability of device IDs does not
significantly impact identity resolution solution Local measurement
currently. VideoAmp claims to be future
proofing identity by focusing on privacy VideoAmp provides measurement for local
enhancing technologies, direct publisher television markets.
and advertiser integrations, and the use
of persistent identifiers such as hashed VideoAmp Roadmap
subscriber IDs (example: hashed emails)
VideoAmp priority features development on
within secure, privacy-safe environments as a
their Roadmap includes
primary key for identity resolution. VideoAmp
is also involved in model-based approaches • Out-of-home measurement that can be
that do not rely on digital identifiers, unlike the optionally used for transactions
industry’s current framework. • Methodology enhancements to support
Local and Addressable sources for live
Streaming Apps currency guarantees
VideoAmp streaming app measurement is • Continuing to expand the Commingled
dependent upon partnerships. For streaming Identity Graph for identity resolution and
apps that are measured, they are measured demographic resolution
at a census-level (i.e., via server logs or
• UI enhancements including an insights and
measurement pixel). VideoAmp streaming
reporting suite for Publishers
app measurement does not rely on
Smart TV detection. • Additional API suite development including
solutions for audience management
“Walled Gardens” • Incremental development of VideoAmp clean
If the YouTube, Meta (Facebook, Instagram) room integrations
and Amazon platforms allow direct partnership • Continuous iteration to deliver actualized
integrations, VideoAmp would be able to ratings datasets more quickly, and support
measure these digital platforms for always-on overnight ratings datasets

61
 This section assesses the important
considerations for marketers when a
marketer is deciding to partner with a
Partnering measurement provider.

Business and Operational

with Considerations

Measurement Business Applications

Providers The measurement providers in this Guide

each attempt to address the key business
applications in media buying, selling
and performance evaluation for linear
TV, CTV, and digital ad investments. In
addition to considerations regarding the
measurements themselves, marketers,
agencies and publishers should consider
the following questions regarding
business applications when partnering
with a measurement provider.

62
Media buying Measurement of Ads and/
Are the measurements stable and reliable over
or Content
time? Does the data cover all the investment Marketers increasingly optimize their ad
options available to or required by the marketer? spend using their brands’ advertising
Can the measurements be integrated into my campaign delivery metrics, instead of content
media planning and buying platform? consumption, because ads data are available
Efficiency quickly and on a cross-channel basis.
Content measurement is typically available
When combined with cost information, do on a syndicated basis and has the visibility
the measurements enable the marketer to required to identify investment opportunities
understand relative costs of the investment in advance of the actual ad spend and to
options available and used by the marketer? negotiate ad pricing.

Media planning Does your measurement

service include content
Does the data provide visibility into all the measurement or ad
marketer investment options on a cross- campaign measurement
platform and cross-channel basis? or both? Is content
measurement linear TV or
Optimization
linear TV and streaming?
u e s t ions What streaming content or
Does the measurement provide enough Q
?
to Ask
granularity into publishers and audiences to apps are measured? Which
make short-term investment decisions. Are the are reported?
measurements provided with enough frequency
and with a short-enough turn-around time to Currency
be operationally effective for daily or weekly
decisions? How frequently are measurements Marketers have embraced ad campaign
available? Can the measurements be integrated delivery measurement for targeting advanced
into my BI tool or attribution platform? audiences, optimization, and performance
measurement. Measurement providers profiled
Consumer insights in this Guide are taking these ad campaign
measurements a step further to use them as
Do the measurements provide unduplicated the basis for currency. Legacy measurement
reach & frequency, to evaluate performance uses a more aggregated approach, where
from a consumer’s perspective, and assess content consumption minutes are measured
the number of consumers exposed to the along with ad consumption minutes, and where
advertising and the number of times they the ad minutes are then broken-out to report
were exposed? currency. It’s clear that the future of currency is
measurement of precise ads exposure, not an
Effectiveness aggregation of minutes.
Do the measurements provide lower-funnel
behavioral outcomes, such as sales response or
behaviors highly correlated with sales response How should I think about
for the brand, such as in-store or website visits? using ad campaign
Can I access data in an un-tabulated form measurement as currency?
to use my own attribution methodologies to How is the data surfaced
investigate effectiveness? to ad sellers? How do my
agencies use the data to
ions
Quest negotiate pricing and to
?
to Ask
maximize efficiency?

63
Reports and Metrics Do you have written
guidelines for my
Marketers should ask measurement providers organization to implement
about metrics and reporting breakouts. A list of your measurement
metrics and breakouts is in the Measurement solution? What is the
Today: What We Discovered section. timing for each step?
What testing process do
Commercial considerations you have to make sure it’s
implemented correctly?
Marketers place high value on objective, ions
third-party measurement which is generally Quest Can I export the data into
?
to Ask
my internal BI tools? Is
considered measurement that is independent
your data integrated with
of the ad sales transaction process. For
my media buying and
some providers, measurement is enabled by
planning system?
(and may be contingent upon) operational
or ad sales considerations, such as using
the provider’s ad serving solution. There are Privacy
differing perspectives on whether companies
Marketers should have clear privacy policies
that sell media or leverage operational solutions
and practices established and require that
to provide measurement constitute objective,
measurement providers have clear privacy
third-party measurement.
policies and practices that are compliant with
privacy regulations.
Are there commercial
Is your data and data
considerations beyond
operations compliant with
measurement, such as
CCPA, GDPR and/or other
using your ad serving
privacy regulations? Do
solution or buying
you have certifications
advertising on your
ions or independent audits to
Quest platform to access the
ensure compliance? Can
?
to Ask
measurement solution?
you share your privacy
policies and practices as
u e s t ions it relates to measurement,
Operational capacity Q
?
to Ask
including consumer opt-in/
opt-out, data collection,
Operationally, measurement providers should
storage, measurement,
have clear, written guidelines that include steps
and reporting?
that the marketer and their vendors need to
take for implementation. The guidelines should
include approximate timing of each step, as Ad tech stack and partnerships
well as any testing procedures to ensure the ad
Measurement providers should have ad
tech is correctly implemented. For example, if
tech and ad tech partnerships already
the measurement provider requires a tracking
in place that enable data matching and
pixel, they should clearly communicate timing
audience onboarding.
to provide it and have a support team to help
implement it and test it. The measurement provider should have
experience working with the third-party
In addition, if data is required for internal BI
data providers used by the marketer and
tools, or if integration with partners is required,
their own device graph and/or relationships
such as media planning and buying, billing
with third-party device graph providers. For
systems, you should plan for this with the
example, marketers such as Quick Service
measurement provider.

64
Restaurants (QSRs) may require location Most measurement providers work with a
data to create their consumer targets and wide range of device graph providers that
measure in-store visits. Automotive brands continuously capture IDs from multiple
require auto registration data sources. sources and match them to households.
Consumer Packaged Goods (CPG) requires Some measurement providers also have
data relationships with grocery, drug, and their own device graph to support this
mass merchants. process of ‘householding’.
Marketers with first-party data, such as
ecommerce retailers and Direct-to-Consumer What device graphs do
(DTC) brands, require the ability to onboard you integrate with? Does
their first-party data for targeting and your measurement solution
measurement purposes. Therefore, they integrate with my device
should make sure that the measurement graph provider to onboard
provider can accommodate this and can my first-party audiences?
clearly articulate their process to adhere What match rate can I
expect between my first
to privacy compliance regulations and
ions
best practices. Quest party-data and your data
?
to Ask
footprint? If I use a third-
party audience, what match
Do you have experience rate can I expect?
working with [location
data provider, retail data Methodology Considerations
provider, other third
parties to define my target TV Data Footprint
audience? How does your
process ensure that my Understanding the overall size of the
ions first-party data is kept measurement provider’s data footprint
Q u e s t secure and confidential is important and so are questions about
?
to Ask and managed for the extent to which the footprint contains
privacy compliance? consumers in the marketer’s target audiences.
Be aware, too, that it’s not the overall size of
the data footprint that’s important, but instead
Device Graph the size of the data footprint that has opted into
The purpose of a device graph is to link measurement, the size of the data footprint that
devices to households using common qualifies for reporting and the size of the data
identifiers. Device graphs collect a matrix of footprint that is used to observe duplicated and
identifiers that are continually updated. For un-duplicated audiences.
example, a mobile device and a connected
TV that use the same household IP address How many households
will be linked to that same household. If opt into measurement?
the IP Address changes, the change will be What is the sample size for
managed in the device graph so that the my target audience that
mobile device and connected TV are still will qualify for reporting?
linked to that household. Does my target audience
percent approximately
For video measurement on Smart TVs, IP match the percent of my
Address is the central identifier. For video target in the population?
ions
Quest
measurement from STB data, anonymized What is the sample
subscriber name and address is the
?
to Ask
size for my audience
primary identifier. in the ‘matched data’
that is used to compute
unduplicated reach?
65
Coverage of U.S. viewers Universe estimates and weighting
Most measurement providers don’t have Many measurement providers purport to measure
access to data that is inclusive of all segments total U.S. households or total U.S. television
of the U.S. population. STB data covers households, even though the data footprint does
geographic areas only where the MVPD has not contain all segments of the U.S. or U.S.
subscribers. Households that do not have an television household population.
MVPD subscription, including Over-the-Air To correct for missing segments of the
(OTA)-only households, will be excluded from population, and geographic and demographic
STB data. Ad impressions can only be captured under- or over-representation, all measurement
from STB data within the STB footprint, so providers employ some form of weighting.
that does not include all ad impressions. Most In addition, some measurement providers
measurement providers who use STB data incorporate additional data to account for
ingest ad logs from MVPDs for addressable characteristic relevant to streaming and TV
advertising, so that the dataset contains all consumption, such as streaming usage and
impressions instead of a subset. subscription information. However, if there is no
ACR data covers specific Smart TV data for a segment in the data footprint, weighting
manufacturers. Although ACR data can have is not an adequate correction mechanism.
more dispersed geographic coverage than STB
data, the brand of TV a consumer purchases What population does your
can be influenced by factors such as income reported data represent?
and propensity to use features like streaming, What are the dimensions
gaming, or recording/playback. ACR data you use to weight your data
measures only Internet-enabled Smart TVs footprint to this population?
specific to the manufacturer providing the data, What is the source of
not all TVs, in the households. If the marketer universe estimates? Do
uses a pixel tag or uses the measurement you weight for attributes
provider’s ad server, the pixeled/served CTV relevant to streaming and
ad impressions can be captured, not just those TV consumption, such as
within the CTV footprint. devices or streaming apps
To account for these deficiencies in coverage, u e s t ions used? What is the profile
Q
?
to Ask
measurement providers use weighting. Some of your data footprint
measurement providers use supplemental before weighting and after
consumer research panel data and/or the ARF weighting, to understand
DASH survey data to fill in the gaps. the representativeness of
the data footprint?
Does your service measure
OTA-only and broadband- De-duplicated, cross-
only households? What is
the source of data about
platform reach
these households? What All measurement providers endeavor to
is the methodology to report unduplicated reach, as well as ad
represent their viewing? exposure frequency and impressions. Each
To what extent does measurement provider identifies households
your measurement or people (or both) from which streaming and
include representation linear TV consumption is captured. The data is
u e s t ions of ethnic groups such captured from different sources and methods
Q as Hispanic persons and
? and must therefore be matched to households
to Ask households? What is the to create a unified view. The matched data
geographic coverage of forms the households or people from which
your measurement service
66 and what are the skews
by geography?
unduplicated reach and frequency can be Both could be counted as one impression,
observed. From there, how the measurement even though they aren’t equivalent. It’s
provider utilizes the matched data differs important that digital ad impressions are filtered
from provider to provider. Generally, the for non-human traffic, such as BOT traffic
measurement provider uses one of these three and may not be viewable on the webpage.
methodologies: Measurement solutions should have processes
• Option 1: Reach and frequency are calculated or partnerships in place to filter invalid digital ad
based on the matched data, then the results impressions from the reported data.
are weighted to the observed census ad Industry trade associations have minimum
impressions (for digital and streaming) and standards for ad impressions and viewability,
national U.S. population (for linear TV). including the Interactive Advertising Bureau
• Option 2: The matched data are the training (IAB) Ad Impression Measurement Guidelines
set for a reach and frequency model. The and the Media Rating Council (MRC) Viewable
model is applied to the observed census Impression guidelines.
digital and streaming ad impressions and the
projected linear TV ad impressions. what are the minimum
seconds of viewing
• Option 3: The matched data are the training required for my ad to
set for linear TV viewing coefficients, which count as an impression?
establish the probability of viewing. The TV How do you filter digital
viewing coefficients are applied to households ad impressions for
or persons from which digital and streaming invalid traffic? Do you
ad impressions are captured, so that every
ions use industry standards
household or person with digital or streaming Quest such as MRC or IAB to
?
ad impressions have a measure of TV
ad exposure.
to Ask determine what counts as
an ad impression?

What is your methodology Persons and Households

for unduplicated reach
and frequency? Is the Persons measurement is challenging, and
methodology deterministic measurement providers are developing a wide
(directly observed) or array of methodologies to include persons
probabilistic (modeled in their measurements. Methodologies
ions based on directly observed vary from applying a general demographic
Q u e s t data)? How are the profile to the reported audience metrics to
?
to Ask measurements validated? more sophisticated approaches that create
probabilistic persons assignment, such as
identifying the presence of the demographic
What counts as an ad impression? segment in the household then using consumer
panel or other data to establish the statistical
Most measurement providers require a probability that the person viewed the content
minimum number of seconds viewed to or was exposed to the ad.
count a television or streaming ad as an ad
exposure. However, there is a healthy debate Marketers should also be aware that
in the media industry about the definition of measurement providers use varying definitions
an ad impression. A digital display ad that is of a household and cover varying numbers of
viewable on the webpage for two seconds is TV sets per household.
not equivalent to a television advertisement
that the consumer might watch for 30 seconds.

67
 What is your definition (If measurement provider
of a household? Do you uses both ACR and STB):
measure all devices and What is your methodology
TV sets in the household? to combine STB and ACR
Does your measurement data? What process do
service include persons you use to deduplicate
measurement? How are households that are in both
the persons probabilities the STB and ACR sample?
established? Do you partner What methodology do you
with a third-party panel
u e s t ions or other data providers to
use to adjust for “STB on/
Q TV set off” viewing events?
?
to Ask
train your algorithm? How How do you adjust for CTV
do you validate that the
ions
where the streaming app
Quest
persons measurements is on but the TV set is off?
are accurate? ?
to Ask
How have you validated
your approach? What is the
Capturing All Consumption average number of STBs
and/or measured Smart
Measuring all viewing and/or all ad impressions TVs per household in your
by persons or households is a challenge. reportable sample? What
STB data is generally a more comprehensive is the average number on a
measure of total linear TV viewing because total U.S. basis?
households tend to have a STB installed on
each TV set.
Time-shifted and On
However, STB data, if unadjusted, can
overstate actual viewing because STBs capture
Demand viewing
tuning whether the TV is off or on. STB data Most STB data contains detailed information
may not contain end-times of the consumption about DVR record and playback events
event, which then need to be estimated. so that time-shifted consumption can be
Measurement companies have long-established calculated and represented in the audience
edit rules to correct for these STB data measurements. STB data often contains data
conditions. ACR data from OTT devices can be about video on demand (VOD) viewing events,
similarly affected: tuning can be captured from however, not all STB data providers include it
the OTT device when the TV set is off. and not all measurement providers license it.
ACR data is generally a less comprehensive ACR data includes any consumption on the
measure. The household may have opted- Smart TV set; however, accurately identifying
out of measurement. There may be only one time-shifted DVR consumption and VOD
Internet-enabled Smart TV in the household consumption is a challenge. If the content is
that is capable of measurement. If there are unique to a broadcast or cable network, it can
multiple Smart TVs, they may be from different be accurately credited to the broadcast or
manufacturers that are not in the measurement cable network. If the content is not unique to
provider’s data footprint. Not all STBs in a the broadcast or cable network, most providers
household may report data. use business rules to credit the consumption,
Some measurement providers use both STB including source used before and after the
and ACR data. They may be combined, or one tuning event and other factors.
is used to calibrate the other. Households can
be present in both the STB and ACR datasets,
so a process should be in place to de-duplicate
the household, so that the viewing is not
reported multiple times.

68
 Do you include time-
shifted/DVR consumption
How does your solution
and VOD consumption
incorporate ad impressions
in your measurement
data from search and
service? Is the consumption
social platforms such as
broken out, combined, or
Google (including YouTube),
included with Linear TV
consumption? How do you u e s t ions Instagram, TikTok and
Q Facebook?
ions identify the source when
to Ask
?
Quest time-shifted viewing (TSV)
?
to Ask or VOD content is sourced
from multiple broadcast or Deprecation of Digital IDs
cable networks?
Identifying which devices belong to the same
Mobile and Desktop people and households to create the matched
Linear TV and digital/streaming data is
Most measurement providers include ad complex. Moreover, there is risk that matching
impressions from any digital device (Smart TV, methods used today are not sustainable in the
mobile, desktop) in their measurement service, future due to increasing privacy regulation and
by virtue of pixel tags, SDKs, or server ad logs. deprecation of digital IDs.
Measuring content consumption is not common
Most measurement providers have strategies in
across providers and measuring content
place to maintain high quality measurement in
consumption on mobile and desktop devices is
the face of digital ID deprecation. However, IP
even less commonplace.
Address is highly relied upon to match digital
ad impressions and audience data to both STB
Are streaming ad
and ACR data. IP Addresses are increasingly
impressions on CTV,
non-persistent and masked, which reduces the
mobile and desktop
number of households to which devices can be
devices included in your
matched. There is concern about whether IP
measurements? Are
Address will meet what may be more stringent
they reported by device?
definitions of consumer privacy in the future.
Are other digital ad
The IP Address assigned to the household by
i o n s impression types included?
Quest Do you provide content
the Internet service provider can change over
? or app-level measurement time. If the IP Address of the household in the
to Ask TV data is different from the IP Address of the
for streaming?
same household in the consumer attribute data,
the consumer attribute data will be incorrectly
“Walled Gardens” applied. If the match isn’t accurate, the cross-
platform audiences won’t be accurate either.
It is not typical for measurement providers
to include measurements from Google,
What are the steps you
Meta (Facebook) or other platforms in their
take to validate that the
measurements. This is a significant drawback,
TV data are matched to
as marketers require insights into all their
households accurately?
channels to make meaningful comparisons
What steps do you take to
prior to making investment decisions.
screen IP Addresses for
accuracy, and ensure that

s t i o n s the match between the TV

Que data and my first and/or
? third-party consumer data
to Ask and digital ads impressions
is accurate?
69
 Joan FitzGerald is CEO of Data
ImpacX, a measurement and marketing
About the effectiveness consultancy that helps
make the digital transformation happen

Author
in the media & entertainment industry.
Data ImpacX provides measurement,
optimization, marketing and software
development services for publishers,
agencies, and brands. Data ImpacX
helps publishers, agencies and brands
succeed with data and analytics in an
increasingly complex digital, TV, CTV,
OTT, addressable and audio ecosystem.
Joan can be reached at joan.fitzgerald@
dataimpacx.com.

70
 This section provides an overview of the
technologies used to capture viewing
consumption data.

ACR (Automated Content

APPENDIX: Recognition) and Connected TV
(CTV)
Tools of the ACR is technology in the Smart TV set

Trade that can monitor the audio and/or video

as it plays on the screen. A Connected
TV (CTV) is a Smart TV that is connected
to the Internet.
ACR data is licensed by measurement
providers from TV set manufacturers
or their agents. The key ingredients to
capture viewing that occurs on an Internet-
enabled Smart TV set are (i) ACR viewing
event signature data and (ii) the ACR
dictionary data.
The ACR technology creates continuous
signatures or fingerprints of the programming on the screen and sends the fingerprints and
timestamp information back to a data collection center where they are matched to a dictionary
of fingerprints.
The dictionary of fingerprints is created via independent TV channel monitoring stations.
Publishers and marketers can also provide copies of content and ads in advance so that they
can be added to the dictionary for later detection.
To identify the program viewed and the ad impression, ad and content signatures captured during
viewing events are matched to the dictionary of content and ad signatures. To identify the viewing
source, such as a broadcast network, cable network or TV station, the source gets credit for the
viewing event where the content and time of consumption is unique to the source. If the content
and time is not unique, an assignment process is used.

ACR data matching

ACR data providers do not have a subscription relationship with the household and therefore
have limited ways to uniquely identify the household. The main ACR data identifier is the home
IP Address used by the Smart TV and other devices to connect to the Internet. Measurement
providers use processes to filter non-residential IP Addresses from the IP Address pool, identifying
high volume IP Addresses and filtering them from the data. In the future, changes to IP Address
including IP Address masking and IPv6, could prevent or inhibit its use as an accurate identifier.

71
Pixel tags. Log files, SDKs, and Ad Servers
The most common methods used to measure digital ad exposure – whether streaming,
digital video, banner ads or other forms of digital advertising – is by using pixel tags, log files,
SDKs (software development kits) or by using the measurement provider’s ad server. When
a marketer uses a pixel tag, SDK or ad server for measurement, every instance of the digital,
streaming or CTV ad exposure is captured. This is often referred to as “Census” measurement,
where all possible exposures or consumption events are captured.
Marketers instrument their digital ads and websites with pixel tags and SDKs provided by the
measurement provider or work with the measurement provider’s ad server to automate data
collection. When a digital device requests the ad or content from the server, a pixel tag fires
that creates a record of the activity. When the ad server is used, a record in the server log
file is created for any instance of the ad delivery. Ad log files are generally used to capture
MVPD addressable advertising, because the STB uses different ad serving technology than
other devices.

STB (Set Top Box)

MVPDs are Multi-channel Video Programming Delivery providers, including cable operators,
satellite TV providers and telecom TV. Video is typically delivered via a “Set Top Box” (STB)
that can capture consumer interactions with the box, including channel changes and timestamp
information. Virtual MVPDs (vMVPDs) deliver the same programming using an Internet-connected
application instead of a STB. Measurement providers license STB data directly from MVPDs or
from STB data aggregators.
To capture linear TV viewing that occurs via an MVPD requires (i) the STB data, (ii) the
programming schedule and (iii) the ad schedule. Note that streaming and CTV consumption are
not captured via the STB device.
STB data consists of events created by actions on the STB and via the remote-control device,
such as channel changes, record, and playback events, mute and pause actions. These remote-
control events are used to create tuning events – start and stop times – for both live and time-
shifted viewing. To identify the viewing source, such as the network or TV station, the channel ID
associated with the tuning event is matched to a channel dictionary. To identify the program, the
start and end time of the tuning event is matched to a programming schedule. To identify an ad
impression, a schedule of ad occurrences is used. Where there is an overlap between the tuning
event and an ad occurrence in an ad schedule that meets the measurement provider’s viewing
threshold, an ad impression is counted.

STB data matching

MVPDs have the physical address of each household as part of the paid subscription and knows
whether the household is residential or non-residential. MVPDs contract with trusted third parties
to create anonymized identifiers for households with a physical address. The trusted third party
works with other third-party device graphs to “onboard” or match MVPD households with digital,
streaming and consumer attribute data.

72
 Measurement providers were asked whether
they currently measure and report viewing
to these streaming services, and whether
that reporting includes ad exposures, title

APPENDIX:
level viewing for content on live TV, title
level viewing for content not on live TV
and original programming. These are the
Streaming streaming services listed in the CIMM RFI:
Amazon Prime, Amazon Fire, AMC+, Apple

apps/sources
TV+, Chromecast (Google), DirecTV Stream,
Discovery+, Disney+, FAST channels,
fuboTV, Google TV, HBO Max, Hulu, Hulu
Live, IMDB, Netflix, Paramount+, Peacock,
Philo, Plex, Pluto, Roku, Sling ,Spectrum,
Tubi, YouTube, YouTube TV, Xfinity, Xumo

73