It seems that this real-time capability would work really well in an integrated or cross-platform type of view. So I understand you have linear TV partnerships with Samba and iSpot.tv. Can you talk a little bit about those?

The news: Warner Bros. Discovery (WBD) has selected Comscore and VideoAmp as measurement partners for striking deals with national advertisers during this year's upfront sales season.

WBD worked with Comscore, VideoAmp, and iSpot in 2022 to build measurement currencies, but iSpot was notably left out this year. Still, it will remain a non-currency measurement partner.

Last year’s awards generated 778 million TV ad impressions, per iSpot, with spots running at about $2 million each. Despite year-after-year ratings declines for the award show, it still ranks among the most-viewed non-sports TV broadcasts and is an important event for broadcaster ABC’s parent company Disney.

CTV ad spending is riding a wave of consumer adoption and platform launches. By 2025, spending will reach $34.49 billion, more than double the 2021 total of $14.44 billion. This means that, as a function of overall digital video ad spending, CTV will approach one-third in 2025 from roughly one-quarter in 2021. This escalation is driven by increased cord-cutting, more time spent on CTV, device companies like Roku and Vizio doubling down on their ad businesses, and the proliferation of ad-supported video platforms despite continued momentum in subscription-based ones

There are also solutions on the horizon. Companies like iSpot and others have been working to create new linear and digital measurement options that could plug the gap. But whatever solutions emerge will be much more fractured than those that came before, leaving further room for miscounting and potential fraud.