U.S. CTV media budgets are set to grow 17%, exceeding $33 billion, as ad spend begins to align with viewer engagement exceeding 70%. Nonetheless, challenges remain in audience measurement and pricing transparency, particularly concerning Nielsen's new measurement method. Tensions between TV networks and Nielsen have arisen, especially among smaller networks, who report fluctuating metrics harming their business. Lack of transparency in ad tech fees complicates understanding for marketers, with some fees reaching up to 40% of media costs, affecting overall ad strategies across platforms.
"They [clients] may not be used to seeing every layer of the ad tech fees. You have things like data, supply, and other ad tech fees, and it just gets compounded... and can be upwards of 15-to-40% of your media when you use certain platforms."
"Networks - especially smaller ones and those with multicultural audiences - say fluctuating metrics are hurting their businesses, compared to Nielsen's legacy system, prompting fears it could unfairly influence future TV and streaming ad pricing."
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