Industry leaders at Advertising Week New York are advocating for the development of standardized measurement frameworks to unify performance data across Connected TV (CTV) advertising. The initiative aims to help advertisers justify increased budget allocations by providing clearer proof of business outcomes and attribution.
Standardizing how streaming performance is tracked is the final hurdle for CTV to capture budgets currently reserved for social media and search. Without unified CTV measurement frameworks, advertisers struggle to compare ROI across fragmented platforms, leading to cautious spending despite high viewership. This shift moves the medium from a top-of-funnel awareness tool to a performance-driven channel capable of tracking everything from site visits to first-party data acquisition. As the IAB formalizes these standards, the ecosystem will likely see a shift in how inventory is valued based on verified business impact rather than just impressions. Watch for the release of new IAB technical standards to see if they provide the multi-objective transparency executives are demanding.
At Advertising Week New York, executives from PubMatic and Acxiom urged the industry to adopt unified CTV measurement frameworks. Standardizing performance data is essential for CTV to compete with digital channels, as it allows advertisers to prove business outcomes and justify shifting budgets from social media and search to streaming.
Unified frameworks are needed to track business outcomes and attribution, allowing CTV to compete with established digital channels like social media and search for advertising budgets.
The current fragmentation in streaming data makes it difficult for advertisers to compare ROI across platforms, leading to cautious spending despite high viewership.
The Interactive Advertising Bureau is currently developing specific ad frameworks to address existing fragmentation in streaming data and improve multi-objective transparency.
An EMARKETER survey found that 47% of US ad buyers expect measurement and attribution to be the primary area of progress for CTV this year.
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