Measure Up

LiveRamp to Acquire Data Plus Math to Enable Next-Generation TV Currency

LiveRamp has entered into an agreement to acquire measurement company Data Plus Math, a media measurement company that works with brands, agencies, cable operators, streaming TV services, and networks to tie cross-screen ad exposure with real-world outcomes. “While TV continues to be the most engaging screen in the household, the landscape is shifting,” said Scott Howe, CEO […]

Key Takeaways From the Cynopsis Measurement & Data Conference

By Charlene Weiser, who covered the Cynopsis Measurement & Data Conference earlier this month We are operating in an ecosystem that continuously expands and deepens. There is more data than ever before and more companies jockeying, joining together and otherwise expanding and deepening their relationships with consumers, creatives and advertisers. How can we best navigate […]

Gracenote Announces Video Popularity Score

Nielsen’s Gracenote announced the launch of Gracenote Video Popularity Score, a new data offering aimed at helping entertainment providers more effectively understand the TV shows and movies that viewers want to watch so that they can promote them accordingly from within their catalogs. The new solution is part of Gracenote’s Advanced Discovery suite of metadata […]

How Short Can Ads Be? The ARF Studies the Impact of Six-Second Ads

By Charlene Weisler The ARF and TVision recently released a study examining the impact of six-second ads, offering best practices for those who wish to implement. The study, announced in the recent ARF NYCU email, was conducted between October 2017 and May 2018 and tracked participants’ presence and visual attention through a set-top meter using […]

Tru Optik Launches Tru Optik Political Data Cloud

 With the 2020 U.S. election cycle expected to be the most expensive in history, audience intelligence and data-management platform Tru Optik announced the launch of the Tru Optik Political Data Cloud, enabling political advertisers to use both OTT and streaming audio to target specific voter groups on a local, state or national level across factors like party […]

Sizing Up Advertising’s Future

By Charlene Weisler   Video advertising is not only on a healthy trajectory, it will be powered by programmatic, according to   Lauren Fisher, Principal Analyst, eMarketer who presented research findings at the recent VideoNuze conference. “U.S. advertisers invest nearly 2 times the amount of dollars in digital for every $1 in television spending today,” she […]

Simulmedia’s Dave Morgan Seeks Bold Change

By Charlene Weisler Dave Morgan, CEO Simulmedia, made headlines recently when he resigned from the board of the ARF, citing the need for bolder action in fixing ad measurement.  According to Morgan, “We do not have a trusted way to measure the basics of impression reach and frequency across channels, even just the big media […]

Getting Emotional with Movies at the Screenvision Upfront

By Charlene Weisler “The true magic of cinema,” stated John Partilla, CEO Screenvision Media, “engages audiences through emotions” and creates “moments of wonder.” Screenvision’s 2019 upfront, held at the Ziegfeld Theater, highlighted not only the unique experience of attending a movie in a theater but also the unique quality of that type of content. “The […]

CynCity

Cynsiders