Connected TV Marketing Association @CTVMA

Standards in Streaming Viewability and CTV Measurement Recently GroupM, WPP’s media investment group, partnered with media companies across the advertising industry to create new standards in streaming viewability and CTV measurement to improve ad verification and reduce invalid traffic.  The initiative follows a joint study with TV ad measurement company iSpot that quantifies inflated CTV ad delivery counts and reveals that, on average, 8-10% of streaming impressions play when the TV is shut off, primarily through ancillary devices. Companies including Disney, Fox/Tubi, LG Ads Solutions, NBCUniversal, Paramount, VIZIO and Warner Bros.  Discovery have committed to working at an industry level with agencies, advertisers, and standards-setting bodies to create a streamlined measurement framework and set of best practices to ensure ads are only counted when delivered to screens that are on, with people in front of them.  The Phase One study found that:  On average, 8-10% of overall strea

Programmatically sold advertising on connected TV is expected to reach $155 billion in 2021 and is forecast to grow to $323 billion globally by 2025, accounting for nearly three quarters of the global programmatic spending. Programmatic advertising refers to the automated buying and selling of digital ad space. In contrast to manual advertising, which relies on human interaction and negotiation between publishers and marketers, programmatic ad buying harnesses technology to purchase digital display space. The use of software and algorithms helps streamline the ad buying process on connected TV. With today's technology and the rise of streaming, the CTV experience is significantly more advanced than ever, with more brands preparing to execute with programmatic.  Broadcasters have been on this transformational journey too, with their transition to programmatic and launching new AVOD offerings. Because the process is automated and the maximum price each advertiser is willing to bid fo