Connected TV Marketing Association @CTVMA

                                                                                                                                                                      Data Partners The Connected TV Marketing Association (CTVMA) is thrilled to announce the launch of a new initiative aimed at fostering the growth and development of the connected TV (CTV) ecosystem.  This initiative is designed to assist smart TV platforms, streaming services, media agencies, and adtech companies by enhancing our global brand market visibility, to ensure our accuracy of reporting, yields and investment transactions.  The OS data points which we track on a quarterly basis with proprietary market share models typically incorporate company-reported data, estimates based on business line revenues and other market research.  As part of this joint exercise endeavour, we are introducing new trade practice initiatives and inviting key stakeholders to participate in this groundbreaking effort, as follows: Data Coll

                                                                                                      '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