Is a Unified CTV Measurement Tool A Good Idea?

One of the biggest trends this year in digital advertising is pursuing a unified measurement tool that crosses all video platforms.  However, experts continue to be divided on not only whether this is even possible but also whether it is a good idea.  The arguments both for and against a unified metric to track video performance are well-researched, but opinions differ on the ultimate outcome of such a tool.

What Components Could Be Included in a Unified CTV Measurement Tool?

According to a recent trade article, one of the first questions advertisers have is which of their efforts could feasibly be included in a video measurement tool.  A unified cross-platform approach would seem to be within reach:  after all, tools are now available to leave the old measurement methods behind and move to a more comprehensive view of how video is performing.  In the past, performance was measured in an isolated way, by looking at each individual channel’s metrics.  This was known as the “silo” approach.  Some of today’s advertising experts are advocating for a more unified approach to examining the performance of a video, particularly given that users often jump from one device to another or from one platform to another in rapid succession.  This means that smart advertisers need to make their approach audience-centered rather than platform-centered.

The key to this strategy is creating a seamless transition between linear and connected television, or CTV.  Most of the methods that are considered linear use a relatively small sample size that is then extrapolated to the larger population–much like the system the Nielsen ratings use with television viewing.

A better way to handle this job may be with CTV, which relies on digital space.  This gives a much more global picture of any individual’s viewing habits.  However, the biggest flaw with CTV methods is that impressions may be recorded even when the device is off.  Further, cookies become an issue, as many users are now able to block them with simple add-ons.  Cookies are critical in recording the viewing habits of users; when they are off, data is skewed or completely absent.

The solution, for the present, has been to use common metrics across both linear and CTV.  Many experts are advocating for this approach, which would be the most inclusive.  Their suggestion is to change to a Unified ID 2.0 which would ultimately replace cookies as the “currency” of impressions.  This type of identification information would have the benefit of complying with privacy regulations while still benefiting advertisers.

As an advertiser for your business, keeping up with the industry is difficult, particularly when it is in a state of change.  At Caldiatech, we use the latest research to ensure that our clients have solid information from which to make marketing decisions.  Give us a call today to learn how we can help you keep up with the latest digital marketing trends and grow your company with a modern, effective web presence.