LiveRamp’s Tim Norris-Wiles discusses the future of data-driven TV and how digital-native advertisers can use the medium the way they use other digital, with deterministic business outcomes measurement.

The digital media measurement, data, and analytics vendor reckons the industry stands to lose $700,000 per billion impressions on CTV inventory without protections to ensure a suitable, viewable and fraud-free environment. But things are improving, and rapidly.

Ampere’s new social video tracking tool has revealed a shift towards more long-form content and the types of content that dominate broadcasters’ YouTube channels.

One of Europe’s leading media owners has implemented the Open Measurement Software Development Kit standard that enables third-party viewability and verification measurement.

More media bubisnesses are looking towards YouTube as a place to publish and monetise archive content that doesn’t fit into owned-and-operated streaming properties, the company says.

The Media Leader explores the rationale behind WBD’s move and how the new networks businesses could grow organically, while Disney believes it will make its own unified proposition more competitive.

The broadcasters’ self-serve ad marketplace is aimed at small to medium-sized businesses and digital-native advertisers used to buying their own media in social and digital environments.

The Media Leader talks to Thomas Bremond, managing director of Comcast Advertising International, about why now is the time for TV to demonstrate its performance capabilities.

Gracenote’s new Contextual Advertising Report found using enriched programme information in bidstreams has positive outcomes for buyers and sellers.

With research finding that 10% of active channels on YouTube generated 94% of total views in May, Evan Shapiro paints a picture of future audiences ignored by TV companies in a new report.