Why We Need Video Measurement Standards In This Age of Fragmentation
By: Geoerge Musi, Head of Cross-Media Analytics
A few months ago, the ad industry had a wakeup call. The Screen Actors Guild-American Federation of Television and Radio Artists and the ANA-4A’s Joint Policy Committee released a mandate for universal adoption of Ad-ID — a critical step forward for the advertising industry in advancing standards across all platforms for identification, tracking and measurement.
In this age of increased fragmentation of advertising delivery channels and devices, the line between traditional broadcast and online content is blurring. This fragmented landscape presents significant challenges and complexities for the advertising marketplace, particularly around the lack of standards for tracking video advertising assets as they migrate across a growing array of devices, platforms and channels. Ad identification, tracking and measurement are not new problems. But in an era of proliferating platforms and splintered media, they are increasingly complex ones.
There are several vendors that have implemented proprietary watermark or fingerprint services — meaning that advertisers, agencies, media, and other vendors enter metadata into a variety of systems throughout the ad lifecycle including production, traffic management, digital asset management, broadcast, and business systems. More…