Nielsen Says New Tool Predicts Who's Watching CTV Programs Within Households, In Real Time
Article by Karlene Lukowitz
As the CTV advertising drumbeat continues to gain rhythm, we are always pleased when the opinions of our company's leadership are recognized.
The following is an excerpt from a recent CTV advertising news article written by MediaPost:
The new Streaming Signals product “is certainly a step in the right direction for Nielsen, but they still have a lot of work to do — as with any new launch, there are going to be questions of validity and accuracy," Stephen Strong, co-founder and chief business officer at media and technology company Origin, observed to The Drum.
“This particular product does help fill clear gaps within the CTV space,” he said. “Moving from household to individual user on CTV is important, and this product helps increase innovation and provide more granularity around viewership, as there is greater access to data in a real-time way — so it is actionable immediately."
However, Strong added that “companies like TVision have had products that distinguish who is actually watching on a CTV device for a while.”
Read the original MediaPost article here.
Origin is a pioneering media and technology company whose first to market creative advertising solutions are reshaping the way brands engage and activate consumers on Connected TV (CTV).
The architects of ‘Native CTV’, Origin fuses in-house video production with proprietary ad serving technology to create highly engaging native content that is engineered to capture the attention of a room during an ad break and enhance the connection a viewer feels towards a particular brand.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.