The media industry has experienced a monetary revolution in recent years. Advertisers, Multi-Channel Video Programming Distributors (MVPDs), and other media owners have recognized the shift in content consumption and the need to better understand growing connected TV spending. This created an opportunity to experiment with alternative currencies and measurement tools and to embrace new ways of planning and measuring.
Ultimately, a demand for flexibility and accountability will result in a wide variety of currencies and measurement applications, as well as a more dynamic market that can support standard and custom currencies based on large datasets. and identity, calibrated with panels and available through cloud platforms. .
Once the industry finally reached this crucial tipping point, the question for most players quickly shifted from “should we switch currencies?” to “which ones should we use?” or even “can we create a custom metric?” As buyers and sellers start now and are ready to experiment with new currencies, a multitude of providers and datasets have emerged on the scene.
To simplify the landscape, today’s currencies can more easily be grouped into two categories: impression-based currency metrics and value-based currency results.
Currencies based on proof-of-time impressions
Simply put, an impression-based currency counts impressions. CPMs may still remain the metric of choice for conducting media transactions, but media sellers are now required to provide advertisers with more granular guarantees and details about audience reach and the success of strategic audience-based impressions on all screens.
The future of currencies depends on achieving holistic measurement across linear and digital platforms by leveraging best-in-class data connectivity and future-proof, data-focused data collaboration. confidentiality.
To do this and enable accurate impression counting, data collaboration is required, preferably with a partner who remains unbiased about the number of impressions delivered, and who can provide the multi-screen reports that advertisers need to monitor their frequency capping and audience suppression. Goals. To build trust in impression-based reporting, both parties require the role of a neutral third party.
LiveRamp recently integrated identity for a buy-side ad server and now matches impressions to its proprietary identity graph before pushing logs into a collaborative environment for analysis. As a media-agnostic software solution 100% focused on trusted data collaboration, we provide advertisers with greater accuracy and audience addressability for Connected Television (CTV) compared to benchmarks in the industry.
Additionally, if and when the currency moves away from CPM, RampID, LiveRamp’s durable and privacy-protecting identifier, ensures that this process can remain unchanged, future-proofing impression-based planning and providing more consistent measurement across the weather. Working in the marketplace where measurement companies resell or access via API, LiveRamp gives advertisers access to the data needed to run new types of impressions and audiences guarantees and single reach guarantees across multiple screens.
Towards a frictionless and value-based currency
Value-based currency – when buyers and sellers of media agree to exchange value on a specific outcome such as conversion events (e.g. site visit, sales, engagement or installing an application) – has always been a source of friction. Aligning the industry to a value-based currency, such as multi-screen reach guarantees, helps avoid arbitrage, but will require historical benchmarking to accurately measure performance. This only happens when both parties start building these datasets by running these types of metrics on as many campaigns as possible.
Trading results are key to the future of value-based measurement, but it has yet to mature, along with other value-based currencies. Models, established benchmarks, and fairer accountability will be needed to minimize the volatility of the outcome-based sale. But this approach ultimately gives advertisers and media sellers greater flexibility in determining and aligning value.
To dramatically reduce friction, the industry needs to look a layer above the measurement application and use a dynamic enablement solution that enables new currency metrics to come to life, and a new environment where analytics partners can be activated. This will allow media vendors to meet advertisers’ needs and provide flexibility for the datasets that can be used. It will also strengthen both measurement and addressability as well as multi-touch attribution, offline-to-online sales mapping and other solutions and services that help overcome today’s information challenges. . Value-based currencies are any relevant measure derived from the basis of impression-based mechanisms that both buyer and seller agree have media transaction value.
Create new standards for multiple currencies
Television has become a cross-platform marketplace comprised of linear and digital streams and on-demand offerings in a fragmented television ecosystem. The future of currencies depends on achieving holistic measurement across linear and digital platforms by leveraging best-in-class data connectivity and future-proof, data-focused data collaboration. confidentiality. Whatever metrics are desired, standardizing interoperable identity with measurement applications and platforms can help ensure accountability across addressable, programmatic, and CTV channels.
Going forward, only advertisers who have a neutral partner to help them more effectively address their challenges with data by offering multi-screen metrics, TV attribution and enhanced ways to negotiate media on business outcomes will able to feed all parts of the ecosystem.
