Any agencies out there use their own ad server? Some of the one’s we’ve evaluated claim to help show shared measurement between CTV and Linear TV. My concern is the validity of this? How do they measure this when there is no common information, specifically, impression level info as I know they are not using this data to evaluate. How do you properly AB test when you don’t know the reach and magnitude of each spot occurrence?

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Are they relying on the complexity of this task and that no one will truly dive in to realize their product is worthless? Similar to analytic owl.

There are literally hundreds of ways to measure TV and only some of them rely on impressions and reach (TV impression data is kinda sus anyway)

is your question about an ad server or is your question about TV measurement ?

Well, it’s about a product that tries to measure the efficiency of Streaming TV vs Broadcast TV/Cable. I’m concerned with how this is possible.

My concern is that streaming TV is very measurable in real time in terms of ad occurrences and what homes ads are served in. It’s also bought on a 1 to 1 basis.

Whereas Broadcast TV and Cable is less measurable in real time an reaches entire audiences with a single ad occurrence. Also its based on sample sizes and not full data.

So my concern is that with such limited overlapping data, how can a company in good conscience claim to offer a product that shows how you should be distributing your dollars between OTT and Linear TV?

Where is the connection that makes this product valid with legitimate insights?

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