Addressable TV Ad Measurement: Will We See Groundbreaking Solutions In 2021?by@danielelad

Addressable TV Ad Measurement: Will We See Groundbreaking Solutions In 2021?

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Advertisers face measurement and verification issues related to a lack of access to numerous device platforms and the increasing usage of Server-Side Ad Insertion (SSAI) in CTV ad serving, such as TheViewPoint. The industry has already been working on treatments to deliver better measurement support for CTV advertising platforms. There's hope, as the industry has started embracing first initiatives to improve standardization across the industry and provide more clarity and genuine insights. The solution to address this issue comes in establishing direct partnerships between advertisers and publishers.

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