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Execs: CTV remote data could replace Nielsen as TV’s measurement signal

Adweek’s Dawn Papandrea reports that at an ADWEEK House panel sponsored by Best Buy Ads, executives from BrightLine, LG Ad Solutions, Roku and Hello Party said commerce data and remote-control interactions are turning CTV into a targetable, interactive format.

Why it matters. If remote-interaction data scales as a currency alongside or instead of Nielsen ratings, buyers gain a new basis for valuing and targeting CTV inventory.

Signal from adweek.com · Dawn Papandrea · read the original.

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