Trade orgs, such as the VAB and ANA, are also working on their own panels, although their approaches also differ. The VAB is using ACR plus data from another panel provider (think Kantar or HyphaMetrics as a hypothetical), while the ANA is building an ID it can integrate with alternative measurement providers (like, hypothetically, VideoAmp or iSpot) to identify TV audiences.

Trade orgs, such as the VAB and ANA, are also working on their own panels, although their approaches also differ. The VAB is using ACR plus data from another panel provider (think Kantar or HyphaMetrics as a hypothetical), while the ANA is building an ID it can integrate with alternative measurement providers (like, hypothetically, VideoAmp or iSpot) to identify TV audiences.

But there were two large ad tech deals in Q3: Novacap’s $600 million acquisition of Cadent and DoubleVerify’s $125 million purchase of Scibids. Plus, a smattering of smaller acquisitions got tossed in for good measure, including iSpot nabbing 605 and Contentsquare’s agreement to buy Heap.

Conditional certification was bestowed upon measurement companies the JIC believes are on the path to becoming currency, said Brittany Slattery, CMO of OpenAP, the data activation platform behind the JIC.

Those that passed this first test will soon get a second evaluation to audit the data they’re using. The JIC will decide which contenders receive full certification by early next year.

Data scientist Leslie Wood joins iSpot as chief research officer.

With MediaMath unable to honor its financial commitments, SSPs including PubMatic, Magnite and Wunderkind are moving ahead with plans to recoup revenue paid to publishers from deals conducted on MediaMath’s DSP, AdExchanger confirmed.

In July, the JIC will start grading applications from Comscore, VideoAmp, iSpot, SambaTV, 605 and InnovidXP. Nielsen still refuses to participate.

Plus, in terms of individual households, LG claims to have an almost exclusive audience. Most households with an LG TV likely don’t also have TV sets from other manufacturers, such as Samsung or Vizio.

And so, on Monday, independent streamers, including Tastemade, Revry, Future Today and kweliTV, banded together to form the Independent Streaming Alliance (ISA). By collectively marketing a combined 2,200 streaming endpoints to advertisers and distributors, the ISA hopes to help each platform better compete.

With its cash in hand, MadHive is turning its attention to measurement and attribution. If it can buy tech to make programmatic CTV more measurable, marketers will increase their spend.

And so, on Monday, independent streamers, including Chicken Soup for the Soul, Tastemade, Revry, Future Today and kweliTV, banded together to form the Independent Streaming Alliance (ISA). By collectively marketing a combined 2,200 streaming endpoints to advertisers and distributors, the ISA hopes to help each platform better compete.

Vizio’s ads business leans heavily on automatic content recognition (ACR). But that alone isn’t enough to help marketers plan campaigns across channels.

VideoAmp, iSpot and Comscore all asserted their progress in securing MRC accreditation during a recent JIC summit.

Accreditation or not, buyers are moving ahead with their plans to transition to alt currencies.

Vizio launched an ACR-based panel late last year, and used its recent NewFronts presentation to unveil a new analytics platform that makes Inscape’s ACR data available for custom campaign planning. (Inscape is Vizio’s data and analytics subsidiary.)

Unlike mobile, where audiences are conveniently split between Android and iOS, people have all sorts of CTV platforms in their households. On top of that, CTV devices are often used by multiple people, complicating the process of targeting, frequency capping and measurement.

This complexity can lead to accidents. Take the recent case where GroupM and iSpot reported a $1 billion loss of ad money because the devices serving the ads were switched off. In this case, neither the apps nor the streaming devices could have known whether the smart TVs were on or off.

VIZIO and the Video Advertising Bureau (VAB) both created “calibration panels” last year.

VIZIO is building its calibration panel using its own ACR data from Inscape, which it matches with third-party IDs to determine optimal reach and frequency for specific campaigns by population (such as, say, Black or Asian Americans) based on viewership at the household level.

Tastemade started working with iSpot.tv last year, and iSpot is really helpful for measuring our brand campaigns against demographic audiences on streaming.

Together, iSpot and TVision will start applying that approach to CTV co-viewing, and iSpot’s investment gives it some exclusive access to TVision’s data. Person-level measurement is especially lacking in CTV, Muller said.

There are clear leaders, like VideoAmp and iSpot, and there’s also Nielsen lurking and almost ready to reemerge with Nielsen ONE.

Alternative TV measurement providers, such as VideoAmp and iSpot, have made it their mission to compile large first-party data sets.