Yahoo DSP's integration of three alternative measurement providers—Comscore, iSpot.tv, and VideoAmp—aims to shape the future of TV and streaming ad measurement. This integration will be in place by the fourth quarter, aligning with this year’s upfront deals. The goal is to facilitate advertisers in moving more money into CTV from traditional TV and to assess this investment on par with traditional TV.
Key Points
CTV Ad Measurement Integration:
- Yahoo DSP is adding support for CTV ad measurement from Comscore, iSpot.tv, and VideoAmp.
- This move is designed to help advertisers gauge their CTV campaigns purchased programmatically.
- Yahoo already supports Samba TV’s measurements.
Importance of the Announcement:
- Streaming and CTV are becoming significant parts of the TV ad market.
- Programmatic buying is becoming a preferred method for purchasing streaming ads.
- The industry is moving into a multi-currency era, necessitating support for multiple measurement providers.
Interoperability and Flexibility:
- Advertisers will increasingly use DSPs to buy streaming ads and will want to measure these campaigns using the same metrics as traditional TV.
- Support for different measurement currencies is crucial to avoid using multiple DSPs for different measurements.
- Flexibility in choosing measurement partners is essential for agencies and advertisers.
Industry Momentum:
- There is growing interest from other players to adopt similar integrations.
- Viewing video content consumption across CTV, linear, and streaming platforms as a unified whole is essential for improving ad buys' efficiency and effectiveness.
Independent Verification:
- iSpot.tv provides independent, unbiased verification of ad delivery and audience delivery over linear.
- Yahoo is not charging advertisers for VideoAmp’s CTV measurement but will charge for Comscore and iSpot.
Measurement Reconciliation:
- Yahoo’s Connect ID uses email addresses to identify logged-in audiences, connecting data from TV set-top boxes and smart TV tools.
- This could potentially reconcile different measurement providers’ counts, although Yahoo aims to avoid grading its own homework.
Industry Updates
- Warner Bros. Discovery: Will pay $650 million over 10 years for French Open rights.
- CTV Revenue: Forecast to represent 30.2% of total TV revenue this year.
- Google TV and Android TV: 20 million monthly active devices in Google’s CTV ad network.
- Subscription-based Streamers: Expected to spend $10.7 billion on programming in major European TV markets this year.
Additional Insights
- Creators Molly Burke and Tyler Oakley: Expanded their online communities through advocacy on platforms like Patreon and Twitch.
- Business Publishers and Social Video Ad Revenue: Forbes, The Wall Street Journal, and Yahoo Finance are leveraging LinkedIn’s video revenue-sharing program.
- LinkedIn’s Publisher Revenue Share Program: Testing a video ad revenue-sharing program with multiple publishers.
Industry News
- Paramount’s Parent: Calls off the sale to Skydance Media.
- NBA TV Rights Deals: Amazon, Disney, and NBCUniversal are likely winners in the ongoing negotiations.
- Warner Bros. Discovery: Hopes to secure a small package of NBA rights.
- Reality TV Legal Dramas: Cast members are suing companies over harassment claims.
This summary captures the main points and key details of the original text, providing a concise and clear overview of Yahoo DSP's integration and its implications for the future of TV and streaming ad measurement.
