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.

Terrestrial radio is an upper-funnel standby. But with consumers spending less time with it than ever—and more time instead with streaming audio options—radio advertisers are turning to digital to extend audience reach and increase message 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.

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.

“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.

Looking back a few short years ago, advertisers could reach virtually every household in the US by contacting a handful of TV networks to place a buy. Today, reaching that much of the country requires buyers to interact with a myriad of broadcasters, SVOD, and AVOD platforms, taking care to extend reach while avoiding over-frequency due to overlapping households.

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.

Marketers still cannot identify and track users across ever channel, platform and device—which means they also cannot truly measure and manage the frequency of marketing messages. This report explores this ongoing issue in greater detail.

“When you add the scale of digital audio to those buys, it becomes a really compelling opportunity from a reach and frequency standpoint. We’re seeing a lot of the top Fortune 1000 advertisers thinking about audio from a media planning and reach and frequency perspective in that regard.”. Targeting (and Retargeting).

Legacy TV marketers are more likely to use audience reach and frequency metrics to determine the success of their video campaigns. Digitally native marketers are more apt to try to apply digital metrics based on outcomes to their TV campaigns.