In recent research, iSpot and GroupM found that on average, 8-10% of streaming impressions are counted when the TV is shut off, primarily through ancillary devices. Together, the two companies set out to bring greater transparency to CTV ad measurement by solving for the issue of continuous play.
In the new “Industry Perspectives” Series from iSpot, watch Mike Fisher, Executive Director, Investment Innovation at GroupM, as he explains how media buyers have a huge opportunity to move the market and create a more circular workflow, but need access to as much data transparency as possible.
Agencies can drive business outcomes for their clients by buying measurable media. However, verifying that streaming impressions are delivered when a TV device is actually turned on is table stakes as they measure the business impact of connected TV. And, as Fisher describes, iSpot’s wide reach of ACR data provides a critical component in the industry’s solution for the continuous play problem.