Paramount has partnered with iSpot.tv, a TV measurement provider, to transact national TV ad campaigns using iSpot’s currency. The metrics will be used across campaigns on Paramount’s media and streaming properties in the US. The broadcaster said the deal grants advertisers “greater choice” in campaign activation and evaluation.

A group of companies from the ad-supported streaming sector have formed the Independent Streaming Alliance (ISA). The industry forum aims to proactively engage with consumers, platforms, regulators and media. The founding members (including Vevo, Scripps and Chicken Soup for the Soul Entertainment) offer over 2,200 independent streaming touchpoints, according to the ISA.

The deal marks the latest investment by Goldman Sachs in TV and video ad tech, having recently poured $325 million into measurement firm iSpot, and $30 million in CTV specialist Innovid.

FuboTV Taps iSpot for Incremental CTV Measurement
Sport streaming service FuboTV has announced a partnership with measurement firm iSpot.tv, for CTV measurement across Fubo’s video ad inventory. iSpot’s cross-platform solution quantifies ad impressions delivered to incremental households not reached on linear TV, FuboTV said.

VIZIO Ads has partnered with IRIS.TV, a video-level data company that enables contextual targeting for CTV. Advertisers accessing VIZIO’s CTV inventory can use IRIS.TV’s data to check for brand-suitable content. The smart TV manufacturer uses IRIS_ID to label content, thereby allowing third-party brand safety providers to verify brand safety and run contextual analysis.

Sell-side ad tech software business Magnite has today announced the launch of ‘Magnite Streaming’, a dedicated supply-side platform for connected TV and other over-the-top (OTT) ad inventory. Magnite Streaming combines Magnite’s existing CTV tools with those of SpotX, the video-focussed SSP which Magnite acquired at the start of 2021.

The integration signals further commitment to the European CTV market by the demand-side platform. The Trade Desk already partners with Nielsen, which incorporates the DSP’s demographic data into its digital ad measurement system; and iSpot.TV, whose tools also provide incremental reach capabilities for US advertisers.