New WBD Report Makes The Case For Getting The Measurement Basics Right
In a new white paper titled 'The Unified Reach Paradox,' WBD investigates the data and methodologies of five top video measurement providers to shed light on the industry's ongoing struggle with ad measurement standards. The report reveals significant discrepancies in audience reach estimates across providers, highlighting the need for more standardized practices and disclosures in video ad measurement.
Original reporting · adexchanger.com
Read “New WBD Report Makes The Case For Getting The Measurement Basics Right” at AdExchanger →How this was written. Awesome B2B wrote this article with a language model from AdExchanger’s reporting (model: @cf/ibm-granite/granite-4.0-h-micro); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from AdExchanger’s report
- WBD's investigation of five leading video measurement providers, including VideoAmp, iSpot, Comscore, Innovid, and Samba, revealed wide variations in audience reach estimates, with some providers counting nearly double the impressions of others.
- The lack of measurement maturity stems from the degree of variance across providers, with some instances of one vendor's estimates nearly doubling that of another, making the difference 'quite alarming.'
- To improve measurement standards, WBD recommends standardizing the counting of impressions and viewability, disclosing data sources for audience estimates, and disclosing how providers use projection modeling for viewership coverage gaps
From the source
Warner Bros. Discovery has a new white paper analyzing the data and methodologies of five top video measurement providers: VideoAmp, iSpot, Comscore, Innovid and Samba.