Connected TV Unified Audience Measurement (UAM) Currency

Unified Audience Measurement (UAM) Currency 

Within the unified total audience measurement currency, our trust and transparency goals help ensure that quality inventory is consumer first and privacy first by identifying privacy scored inventory in our research. 

While there was some debate at the recent Future of TV Advertising event in Sydney around how we define CTV and what viewing falls within the CTV landscape, for example, YouTube, a clear takeaway is that as an industry we must align on how we define total TV audiences within a CTV ecosystem. 

There’s a huge sense of urgency within the industry to get measurement right so CTV can attract the ad dollars it deserves. But for any currency to actually work, there needs to be interoperability between big data sets. Advertisers want their measurement providers to give them accurate reach and frequency tied to outcomes. 

Buyers want advanced audiences rather than demographics-based audiences. The buy side and the sell side have to agree on a set of standards for measurement providers. The TV industry needs to home in on a consistent set of metrics for counting reach and frequency across platforms.

The shift from linear to streaming has created a fragmented CTV space, and only through CTVMA collaboration can the industry realise the huge potential that CTV offers the market. 

The split in agendas signals the increased likelihood of Australia following the US market into multiple measurement systems for TV and video. Clean rooms allow for privacy-safe matching between different sets of identifiers, which leads to higher match rates and better incremental reach and how we move away from old metrics on television to new metrics that are being applied to streaming TV. 

Our alternative to C3 and Australia's VOZ, must include YouTube in a Unified Audience Measurement (UAM) currency to have a single accurate currency that is globally adoptable with additional data sources and privacy compliant.