Brand safety they got. Transparency, not so much. That’s why walled gardens will get a few modifications in the year to come.
After what feels like an eternity, Nielsen is finally measuring and selling Netflix ratings. Hulu and Amazon will follow. Is this the ratings transparency the industry has been waiting for?
The entire video ecosystem is going to have to work together to solve today’s measurement and targeting obstacles. But not everyone is ready for change.
With so many distribution methods and even more viewing platforms, getting video viewer data is a chore. Wicket Labs pulls it all together.
TV alone won’t do the job, and neither will OTT alone. To gain the greatest reach of a desired audience, marketers need to take a combined approach.
Yes, viewability is important, but it’s table stakes. Rather than seeing viewability as a metric to watch, recognize it for what it is: The starting point.
…And the 3 reasons why those concerns are overblown. A research report sheds light on the engagement and lift provided by OTT advertising.