Behind Headlines: 180 Seconds in Ad Tech — Audiences & Data Measurements

3
at
3
minutes
Technical Level
January 7, 2022
3
minutes
Technical Level
January 7, 2022
Ari Belliu
Marketing Communications Specialist
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This week in Behind Headlines: 180 Seconds in Ad Tech we cover NBCUniversal, Nielsen, and Comscore releasing their own measurement platforms. TikTok making its way to waiting room TVs, and more mergers and acquisitions.

Hey there! This is Ari at Sharethrough back in the new year with another episode of Behind Headlines. In this episode I'll be giving you a 180-second recap of what happened the week of January 3rd in ad tech. Let’s go!

First up, NBCUniversal recently unveiled their first-party data platform, dubbed NBCUnified. The new platform from NBCUniversal isn’t the first from media companies trying to consolidate their first-party data, but this is one of the largest at 150 million individualistic user IDs, and approximately 50 million household IDs, with plans to increase user IDs to over 200 million by 2023. Advertisers will be able to access data from NBCUniversal partners under NBCUnified without the need for third-party data. (Source: Digiday)

While on the topic, Nielsen is also revealing the alpha version of their new measurement platform called Nielsen ONE, which will allow advertisers to compare and measure audiences across multiple platforms like CTV, linear TV, and mobile. Nielsen has traditionally been the standard for TV measurement, however, Nielsen has been accused of undercounting TV audiences. Nielsen wants to mend the trust that it lost from the industry by updating their measurement capabilities to identify users across different screens. (Source: Morning Brew)

And as Nielsen builds their new measurement platform, Comscore is building their own measurement suite named Comscore Everywhere. Comscore has different platforms they use to measure user insights and habits, however, with Comscore Everywhere, the offerings will be unified in a single platform. With Comscore Everywhere, advertisers will be able to view deduplicated data of users’ media consumptions across screens and devices. Ad spend on CTV is projected to double by 2026, and it seems that measurement companies are racing to provide advertisers with the most data. (Source: AdExchanger)

In similar news, TikTok is available on mobile, select CTV devices, and now waiting room TVs? TikTok recently partnered with Atmosphere, a startup that curates content that ambiently plays in public spaces such as restaurants, hotel lounges, and waiting rooms. Atmosphere will have a dedicated TikTok channel for users to watch, with repurposed TikTok videos that play without sound, but with added captions. (Source: The Verge)

And last but not least, the flurry of mergers and acquisitions of 2021 are building up a storm, with no signs of slowing down. Human, formerly known as WhiteOps, gained $100 million dollars from an investor firm that it recently added to its ownership group. Integral Ad Science pulled a hat trick when it acquired the French startup, Context. The contextual advertising startup is Integral Ad Science’s third acquisition in 12 months. The Finland-based social advertising company Smartly.io recently acquired the London-based Ad-Lib.io as a way to expand their offerings. Magnite acquired Nth Party to hire their engineers to help build identity and audience solutions. (Source: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Ari at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

This week in Behind Headlines: 180 Seconds in Ad Tech we cover NBCUniversal, Nielsen, and Comscore releasing their own measurement platforms. TikTok making its way to waiting room TVs, and more mergers and acquisitions.

Hey there! This is Ari at Sharethrough back in the new year with another episode of Behind Headlines. In this episode I'll be giving you a 180-second recap of what happened the week of January 3rd in ad tech. Let’s go!

First up, NBCUniversal recently unveiled their first-party data platform, dubbed NBCUnified. The new platform from NBCUniversal isn’t the first from media companies trying to consolidate their first-party data, but this is one of the largest at 150 million individualistic user IDs, and approximately 50 million household IDs, with plans to increase user IDs to over 200 million by 2023. Advertisers will be able to access data from NBCUniversal partners under NBCUnified without the need for third-party data. (Source: Digiday)

While on the topic, Nielsen is also revealing the alpha version of their new measurement platform called Nielsen ONE, which will allow advertisers to compare and measure audiences across multiple platforms like CTV, linear TV, and mobile. Nielsen has traditionally been the standard for TV measurement, however, Nielsen has been accused of undercounting TV audiences. Nielsen wants to mend the trust that it lost from the industry by updating their measurement capabilities to identify users across different screens. (Source: Morning Brew)

And as Nielsen builds their new measurement platform, Comscore is building their own measurement suite named Comscore Everywhere. Comscore has different platforms they use to measure user insights and habits, however, with Comscore Everywhere, the offerings will be unified in a single platform. With Comscore Everywhere, advertisers will be able to view deduplicated data of users’ media consumptions across screens and devices. Ad spend on CTV is projected to double by 2026, and it seems that measurement companies are racing to provide advertisers with the most data. (Source: AdExchanger)

In similar news, TikTok is available on mobile, select CTV devices, and now waiting room TVs? TikTok recently partnered with Atmosphere, a startup that curates content that ambiently plays in public spaces such as restaurants, hotel lounges, and waiting rooms. Atmosphere will have a dedicated TikTok channel for users to watch, with repurposed TikTok videos that play without sound, but with added captions. (Source: The Verge)

And last but not least, the flurry of mergers and acquisitions of 2021 are building up a storm, with no signs of slowing down. Human, formerly known as WhiteOps, gained $100 million dollars from an investor firm that it recently added to its ownership group. Integral Ad Science pulled a hat trick when it acquired the French startup, Context. The contextual advertising startup is Integral Ad Science’s third acquisition in 12 months. The Finland-based social advertising company Smartly.io recently acquired the London-based Ad-Lib.io as a way to expand their offerings. Magnite acquired Nth Party to hire their engineers to help build identity and audience solutions. (Source: AdExchanger)

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Ari at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Ari Belliu
Marketing Communications Specialist

About the Author

Ari is an experienced digital marketer with a demonstrated history of multi-tasking and working in health and tech on small teams. He's skilled in copywriting, community building, email and social media marketing, and building brand awareness.

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