WBD white paper finds wide variance across CTV measurement providers
AdExchanger’s Alyssa Boyle reports that Warner Bros. Discovery spent a year comparing five measurement vendors — VideoAmp, iSpot, Comscore, Innovid and Samba — across 50-plus campaigns and found impression counts for the same campaign nearly doubling between providers.
Why it matters. Buyers gain leverage to demand standardized impression counting and disclosure of modeling assumptions before trusting any single vendor’s reach numbers.
Signal from adexchanger.com · Alyssa Boyle · read the original.
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