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V pitches screen-size and location as the new TV ad currency

TVREV’s Alan Wolk reports that V CEO Guy Edri has proposed VIP, or Verified Inch Price, a measurement system that would let advertisers buy and sell across streaming and linear using TV screen size and the demographics of the set’s location.

Why it matters. Advertisers get a currency that unifies linear and streaming buys without user-level data, but adoption depends on operators and networks cooperating in a way that sank Nielsen TAM a decade ago.

Signal from TVREV · Alan Wolk · read the original.

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