Inside the CTVMA Plans to Share OS Streaming Data
'Project Halo' Since January, the CTVMA has been working on its new streaming audience data paywall with data engineers in Singapore, known as 'Project Halo,' the service will include global OS device figures for publication in its paid research area for clients. Streaming Audience Data The service will allow members of the CTVMA to share their data as part of its future revenue-sharing business to allow streamers and OS devices to publish their data on a trusted central resource hub. It will also enable comparisons of audience across devices for both SVOD and FAST platforms. Streaming services need to provide media buyers and marketers with greater insights into their audiences if they want to increase advertising investment. Media agencies are calling for greater transparency around the audience makeup to help increase spend. Until recently, video streaming service