A fragmented marketplace, divergent trading models and tension around data and pricing are limiting long-term growth in programmatic TV. Collaboration is key here. 

Barb estimates of ad tier households will be updated daily.

Ads chief Priya Dogra discussed the ingredients behind Sky’s success and why the industry needs to collaborate to simplify TV for advertisers and consumers alike.

Broadcasters are looking to challenge tech platforms by measuring outcomes.

Amid a backdrop of fevered M&A chatter, 2024 was a year replete with significant moves for both global streamers and broadcasting incumbents. 

The planning tool has been overestimating BVOD reach for years. The TV measurement body is now working on a fix that would align its reporting with CFlight.

Progress in online audience measurement means putting humans at the heart of media and working through a deep understanding of real people. Not IDs, devices, users or accounts.

Brand marketers are enthusiastic about Origin and want Barb data included. But at a Barb briefing, media strategists and effectiveness experts expressed caution when comparing non-standardised audience measures.

Isba has beta-launched Origin without Barb data and is delivering data that doesn’t meet MRC standard. Why is the industry risking more friction and higher costs?

A panel at The Future of Media Manchester considered the need for TV to lean further in to data and performance to be more competitive for media budgets.