Beyond reach and frequency, determination of value can get subjective. Currencies enable a fixed amount of inventory to be purchased ahead of time. If networks don’t meet their forecasted levels of viewership, more ads are run at no cost to make up for the difference, or “make good” on the initial agreement. What makes a measurement solution currency-grade?

Advertisers today use a hodgepodge of viewership info, data from large publishers, and other methods to assess ad reach, frequency, and effectiveness. There’s a lot riding on fine-tuning ad measurement. US advertisers will spend $345.99 billion on media this year, per our forecast.

Advertiser investment in connected TV (CTV) is ramping up quickly as more inventory becomes available, with YouTube, Hulu and Roku dominating the landscape. We estimate CTV ad spending in the US will reach $10.81 billion by 2021, up from close to $7 billion in 2019. But still, challenges remain, including fragmented inventory, ad fraud and frequency capping.

For example, in the case of frequency capping across different publisher domains, publishers would report ad frequency counts on their URLs to the DSP so it knows when a URL has been hit too many times. “What if, instead of solving for identity and trying to push identity into the ecosystem, you solve for the use cases of identity?” News Corp.’s Layser said.

At the bottom of this hierarchy, only basic metrics are available to evaluate things like reach and the return on investment of individual campaigns. Bringing multiple channels together in an approach like MTA allows marketers to assign credit for revenues in more complex ways, allowing for better optimization but still lacking a truly holistic view of what drives revenues for the business.

The research found that US marketing professionals considered CTV more effective than linear TV at driving advertising ROI and managing frequency. However, respondents rated the two mediums roughly equally when it came to driving reach—still one of the fortes of linear TV with its massive scale. Attribution.

Digital media revolutionized advertisers’ targeting capabilities. But regulatory and commercial updates are changing how advertisers can find and reach audiences in digital media. Read on to understand how the ecosystem is dealing with ad targeting trends in 2021.

What's happened over the last decade is many D2Cs have made the jump, getting the massive reach and frequency you get with TV but then applying digital techniques to optimize. And that's why the D2C players have really helped shape what's happening in TV. They care about what works and what doesn't work. They keep making changes. They care about A/B testing.

“Establishing audience reporting for front-end planning of TV ad schedules requires more mixed data sources than ever; we’re challenged to do basic reach and frequency consistently,” said TS Kelly, senior vice president and head of impact at media agency Carat. Fine tuning cross-platform reach and frequency.

Keep them informed to deploy unified multichannel activations with reach analysis, frequency management, and conversion insights. eMarketer was pleased to moderate a Tech-Talk Webinar featuring Amobee's Max Knight, vice president, analytics, along with H&L Partners’ Jeremy Cobb, programmatic media director, and Tim Schatz, analytics director.

Facebook chief financial officer Dave Wehner said, “Where we're getting the demand right now is from people who are driving sort of more online conversions, direct response, so it's not like we're seeing a shift of reach and frequency dollars (which I think of as being television dollars) to us.

Nearly six in 10 marketers said that when they added OTT to their linear buys, they purchased impressions without knowing their reach, frequency, or effectiveness. Why do marketers keep investing in a channel where they receive unclear reporting? It’s because streaming video’s massive viewership gains, especially among young people, make the channel unavoidable.