Comscore, iSpot.tv and VideoAmp have been going head to head with Nielsen, and on Monday the heads of the four measurement currency contenders went face to face – and, in some cases, at each other’s throats – during an on-stage session.

A critical aspect of audience targeting with custom AI is the quality of the underlying audience data and the integrity of the matching process. A study by Truthset highlighted the reliability issues in data used for ad targeting and audience measurement. The study found that matches between hashed email addresses and postal addresses across various data providers were accurate only about 51% of the time, casting doubt on the accuracy of such audience data matches.

At this point, TikTok is a key element of influencer marketing thanks to TikTok creators and influencers. The question for 2024 seems to be if the short form video app can retain its creators for the long hall. (A look at TikTok’s past, present and future here.) In the meantime, a new report from TikTok and Creator IQ, a realtor marketing platform, reveals what characteristics separate the platform’s top-performing creator ads from the rest.

Inbound marketing software company Hubspot also defines CTR as the number of people who clicked on a link divided by the number of unique emails sent, multiplied by 100. And email marketing software company Campaign Monitor defines CTR as “the total number of clicks an email receives, and dividing that number by the total number of delivered messages.” Editor’s note: Campaign Monitor is a contracted vendor with Digiday.

The shopping season is here, and social video intelligence platform Tubular and analytics firm Chartbeat published the latest insights on reaching consumers this holiday. Hint: Home in on social channels – because holiday content during this time has already surpassed 2022 by more than 1 million videos across social media apps.

Today, the main @NatGeo Instagram account currently counts 283 million followers, while its main @NatGeo TikTok has 2.2 million. According to Tubular Labs data, year-to-date, National Geographic has accumulated 313 million views and posted 1,264 uploads to TikTok, up from 150 million views and 677 uploads in 2022. And monthly views on TikTok increased from 8.2 million in October 2022 to 96.7 million so far in October 2023.

Sway Group has used Creator IQ for any non-manual vetting of our influencers, per Wiley, adding that Creator IQ has used AI tools for years to help vet for fake followers or potential fraud. The shop has also had conversations with Cipio.ai about how to incorporate more AI into its discovery process.

Creator marketing platform CreatorIQ this month found that 66% of brands and agencies surveyed said creator-led content is driving more return on investment than traditional advertising. Additionally, 66% said they used AI over the past year, with 42% using it for social media captions and 36% for brainstorming.

Wondery now has over 70 podcast shows on YouTube and has seen “fantastic growth” in viewership on the platform, according to Jeanine Wright, COO of Wondery. While she declined to share specifics on how much viewership has grown, views on Wondery’s podcast videos range from 10s of thousands to just a couple hundred.

Wondery now has over 70 podcast shows on YouTube and has seen “fantastic growth” in viewership on the platform, according to Jeanine Wright, COO of Wondery. While she declined to share specifics on how much viewership has grown, views on Wondery’s podcast videos range from 10s of thousands to just a couple hundred. Views on Wondery’s main channel have grown from about 750,000 in September 2022 to 1 million in September 2023, according to Tubular Labs data.

And there’s reason to believe that more FAST channels will continue to pop up. Media companies are looking to the FAST channels as a means of profiting from their programming libraries and replacing their legacy syndicated TV revenue. And given the streaming subscriber growth slowdown experienced by the major streamers, including Disney+, small- and mid-sized media companies seem to be pinning their streaming strategies on the FAST platforms.

The owner of CBS and MTV has added iSpot.TV as a measurement currency option, in addition to Comscore, Nielsen and VideoAmp, according to Ad Age.

Ciarán O’Kane, a partner at First Party Capital pointed to the recent funding rounds of Anzu — an in-game ads specialist that raised $48 million Series B funding — claiming they are indicative of a cautious market.

For as stagnant as the TV measurement market felt in this year’s upfront negotiations, some major measurement providers have gotten fairly active over the past couple weeks.
Nielsen appointed a new CEO, with measurement boss Karthik Rao taking over from David Kenny after the company laid off 9% of its employees.
VideoAmp announced a $150 million funding round after laying off 10% of its employees.
iSpot.TV acquired media analytics firm 605.

“There’s been all this drama with Identity Hub — and Identity Hub itself has cost us money before. When we’re working with Wunderkind, there was just one time we were running a PubMatic bundle on our page [which included a version of Identity Hub] and Wunkerkind was running Identity Hub, but the two conflicting versions broke revenue on our page. It [caused] a lot of problems.”

I looked at how CreatorIQ is trying to develop a metric to show effective ROAS on creator and influencer content.

Creator marketing platform CreatorIQ is developing new metrics to help advertisers measure the impact of creator campaigns against traditional digital marketing as the influencer and creator economy hopes to become a more established media option for marketers.

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Adding to the confusion is the reality that this year, both sellers and buyers plan to increase the amount of inventory bought using alternative measurement sources other than Nielsen, which it’s safe to say has had a bumpy few years. Between VideoAmp, iSpot and Comscore (the latter which national buyers paid less attention to since it seems to be focused more on local measurement), Nielsen will not be the only currency used to plan, buy and post by media agencies.

Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. This committee hopes to develop multiple currencies and methods for cross-platform measurement solutions for streaming video.