Next Generation of TV (OTT, Advanced TV) -Critical Components Impacting Cross-Media Measurement

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Over-the-top (OTT) and advanced television is a rapidly changing and a growing advertising opportunity. With a multitude of new product offerings such as Peacock or Disney+ advertisers need to assess how to leverage this environment. While this ecosystem brings targeting capabilities to television, it comes with a highly fragmented and varied measurement infrastructure, often with vendor-driven metrics not comparable to other forms of television. The MRC has standards with guidance on OTT and advanced television measurement practices and will provide critical insights for what to seek among measurement partners for example Nielsen, Samba, Alfonso, Innovid, and Google