German ratings provider AGF Videoforschung will integrate HbbTV return-channel data from 3.4 million devices into its national measurement system by 2028. The hybrid architecture will combine representative panel data with anonymized device-level information to improve reach measurement for fragmented linear and streaming services.
The shift to a hybrid measurement model addresses the growing difficulty of tracking niche audiences and fragmented streaming consumption through traditional panels alone. By incorporating return-path data from HbbTV sets and Sky Deutschland boxes, AGF provides advertisers with the granular, deduplicated reach metrics required to justify shifting budgets toward connected TV. This move aligns Germany with the Austrian Teletest 2.0 framework, signaling a broader European trend toward census-level device data in national currency standards. Watch for the 2027 testing phase to see if global platforms like Amazon and YouTube maintain their commitment to this unified independent standard.
As the industry moves toward more precise measurement, IAB report finds 43% of buyers continue to express concerns regarding inventory quality and transparency in the CTV ecosystem.
AGF Videoforschung will integrate HbbTV return-channel data into its German TV ratings by 2028. This hybrid model expands the measurement pool to 3.4 million devices, helping advertisers track fragmented viewing across linear and streaming platforms. It provides the granular, deduplicated reach metrics necessary for modernizing national audience measurement standards.
The system transition begins in 2027, with the goal of becoming the sole market measurement standard by January 2028.
The measurement pool will expand to approximately 3.4 million devices, which doubles the current 1.7 million device modeling base.
The shift addresses the difficulty of tracking niche audiences and fragmented streaming consumption, providing advertisers with granular, deduplicated reach metrics that traditional panels alone cannot capture.
The system will combine traditional panel research with anonymized return-channel data from HbbTV sets and Sky Deutschland boxes.
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