""I would specifically define it as a group of people that's been recruited in order to analyze their behaviors, and that group of people is statistically reflective of a larger group of people,""
""And then the technology within those panels is what differentiates each panel's value proposition and what they're bringing to market.""
"But some people use the word "panel" when they're actually talking about a "footprint," which refers to the distribution of users across a particular device."
"CTV footprint data can be highly valuable and useful for advertisers. But it's "nearly impossible" to wrangle that data into a statistically representative sample," says Drews, because it "lacks the stringent analytical needs and quality necessary to call it a panel."
Ad tech jargon frequently causes confusion between measurement concepts. A panel is a recruited, statistically reflective group used to analyze behaviors. A footprint describes the distribution of users across a particular device. CTV footprint data can be valuable for advertisers but is nearly impossible to convert into a statistically representative sample because it lacks the rigorous analytical standards and quality required of panels. HyphaMetrics focuses on panel-based CTV measurement and on measuring unified ad exposure across personal devices. HyphaMetrics has faced patent litigation from Nielsen following Nielsen's loss of MRC accreditation, though one lawsuit was dropped last year.
Read at AdExchanger
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