Ad tech company Xandr said it will facilitate advanced TV ad transactions with numerous measurement firms, including 605, Comscore, EDO, Samba TV, TVision, and VideoAmp. Paramount (formerly ViacomCBS) said it would work with ad holding company Dentsu to test VideoAmp as a currency. Discovery Inc. partnered with ad holding company Omnicom to test Comscore and VideoAmp as currencies.

The network alliances, many of which are still in a testing phase, include potential alternative currencies from Comscore, iSpot.tv, and VideoAmp, and verification services from DoubleVerify, Innovid, and Integral Ad Science.

Comscore estimated that the amount of time that people spent watching live TV in June 2021 was about 2.5 times greater than the amount of time they spent watching OTT. About 7 in 10 CTV ad dollars will be transacted or fulfilled programmatically this year.

Comscore. Gower Street. International Association of Amusement Parks and Attractions. Motion Picture Association. Themed Entertainment Association.

Comscore. Conviva. Deadline. Digiday. MoffetNathanson. Netflix Investors.

Per Comscore Connected Home, 31.2 million US households used an Amazon Fire TV device this past February, a sizable slice of the 87.6 million US households that we expect will have a Prime membership in 2022. That leaves more than 50 million Prime households still outside the reach of the devices’ shoppable video ads. More like this:. Report: Spotlight: Amazon Prime Day 2022.

Comscore. Geopath. Kantar. Lamar Advertising. Metropolitan Transit Authority. OAAA. Outfront.

Though the stereotypical gamer is a young male, three-quarters of mobile-only gamers are female, according to a June 2021 Comscore study. The stereotype does ring true in console and desktop/laptop gaming, where men make up about two-thirds of players on both platforms. The gaming audience skews younger. Nearly three-quarters (74.2%) of those ages 18 to 24 play video games, per our estimates.

Measurement firms: In the linear TV space, Nielsen, Comscore, and Tivo are among the top players. Nielsen has operated its industry standard household panel for generations, and despite the evolution of the market, ads continue to be transacted based on Nielsen ratings. Comscore uses data from MVPDs, while Tivo also partners with MVPDs and captures viewing data through its DVR technology.

In a June 2021 Comscore survey, 42% of respondents said they expect product placement will be relevant to the game. Paid partnerships, like the Gucci Garden experience on Roblox where users could explore a dreamy landscape and purchase or win virtual Gucci bags for their avatars, have achieved stellar results.

eMarketer principal analyst Nicole Perrin and vice president of content studio Paul Verna discuss the NBA suspending its season and YouTube monetizing COVID-19 videos. They then discuss the first retailer to use Amazon's "Just Walk Out" technology, if a lawsuit could derail Quibi's launch and Twitch partners with Comscore on measurement.

TikTok is experiencing a substantial boost during the coronavirus pandemic. It added more than 12 million US unique visitors in March, reaching 52.2 million, according to data provided to us by Comscore. Between January and March, its US unique visitor count rose 48.3%.