Verizon Media is playing its part to simplify the sprawling TV segment with the launch of a new measurement tool that promises to unite linear and digital audience validation.
The intervention comes as linear TV’s adspend crown slips, falling 24{6076a8df91bdf184aec6ec8d55e2cabc0b8c0345d5e830fb5a1c8c388976da2c} in 2020 alone as digital alternatives proliferate, propelling the market share of connected TV (CTV) up 19{6076a8df91bdf184aec6ec8d55e2cabc0b8c0345d5e830fb5a1c8c388976da2c}.
Old certainties shatter
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The rapid rise of a plethora of streaming services has driven a wedge through the heart of TV adspend, as a once monolithic audience fragments across an ever-increasing array of content providers.
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This confusing picture has prompted Verizon Media to