Ad tech companies are collaborating to better measure cross-platform video audiences.

Last month, two audience measurement/ad technology companies, iSpot and 605, both competitors to Nielsen
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It has announced a partnership with Conviva. Conviva is a global streaming analytics company that provides real-time data to subscribers.

iSpot, which has several industry partnerships including above all. NBCU has been using Conviva data since last January. Under the new agreement, Eyespot will track Conviva’s streaming data for next-day advertising and programming in cross-platform audience measurement. “This partnership makes it easier for all of our network partners to allow first-party streaming data to be used in our currency products and beyond,” said Emily Wood, VP of Business Development at iSpot.tv, in a statement.

Shortly thereafter, 605 announced a partnership with Conviva, a provider of television and cross-platform measurement, analytics and features for its clients. Under the deal, Conviva will provide 605 with audience reduction and platform scaling, along with other product enhancements. “Measurements in the U.S. have long been fragmented and unable to provide either the sell-side or the buy-side with a consistent view of ad and content consumption in American households,” 605 CEO Christine Dolan said in a press release. Through our partnership with Conviva, we provide programmers, brands and agencies with timely and meaningful metrics to increase the efficiency and effectiveness of their content and advertising.

These collaborations come as audiences continue to flock to video streaming. A Nielsen measurement report in July and August found that streaming video has a larger share of viewers than either cable or broadcast television. That number is expected to increase as the NFL Thursday night football Moved from Fox
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to Amazon
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Main video. Also, with an increasing number of next-day programs broadcast on linear TV, audience diversification and platform scaling are essential.

In addition, as advertising dollars allocated to linear television flatten, more dollars are being invested in ad-supported streaming video. This year, eMarketer forecasts video streaming will command $19.1 billion. With additional content as well as Disney+ and Netflix
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Launching ad-supported tiers in the coming months, eMarketer projects it will reach $29.5 billion in two years.

Conviva also reports that the migration to video streaming continues. In recent times Stream reporting status In the year Covering the second quarter of 2022, Conviva reported a 13 percent year-over-year increase in global spending. Growth in the emerging North American market grew by 5%.

Nielsen, the primary source of measurement for more than seven decades, has also remained active. In July. Nielsen announced an agreement to measure YouTube’s duplicated audience across desktop, mobile and connected TV to compare with online TV viewing. According to The Gauge Report, in August, YouTube had a 7.6 percent audience share, matching Netflix.

Ahead of the football season, Amazon announced a three-year deal to measure Nielsen viewership. Thursday night football It’s similar to the ratings for NFL games on broadcast and cable television. It is the first time broadcast programming has been measured by Nielsen’s national TV service.

Recently, Nielsen reached a cross-platform deal with Roku to measure traditional TV, connected TV, desktop and mobile. This allows marketers to narrow down the reach and frequency of an ad campaign.

For their first NFL game of the season, Amazon delivered the highest 18-to-34 ratings of any NFL game to date. In addition to opting out of online TV, young adults continue to be an important target for hundreds of advertisers. This highlights the importance of accurate stage-to-stage measurement and audience reduction.