NEW YORK—In a notable industry-wide effort to tackle the problem of fragmented and inconsistent campaign data, the Interactive Advertising Bureau (IAB) has released its Campaign Data Standards 1.0 for public comment.

This is the first release out of Project Eidos, IAB’s broader initiative to modernize and streamline key elements of the digital advertising ecosystem. The comment period is open until June 14.

The proposed standards introduce a consistent, interoperable framework for structuring campaign data, addressing long-standing inefficiencies that limit the industry’s ability to measure, compare, and optimize performance at scale.

“Campaign data is an important element of modern advertising, but too often it’s fragmented and inconsistent across platforms, partners, and systems,” said Angelina Eng, vice president, measurement center, IAB. “Different naming conventions, misaligned classifications, and siloed datasets make it hard to reconcile data, slowing down reporting and pulling focus away from analysis and optimization. These standards are about creating a common language so the industry can move faster, reduce friction, and get to more meaningful insights.”

The IAB reported that the proposed standards provide:

• Standardized classifications for placements, formats, and media types
• Consistent required data fields to support measurement and reporting
• Greater alignment across platforms and partners to reduce reconciliation efforts

The IAB stressed that the framework is not a new platform, nor does it replace proprietary systems or mandate specific measurement approaches. Instead, it is designed to be flexible and interoperable, enabling adoption across existing workflows and technologies.

In announcing the release, the IAB also provided statements from agencies, publishers, brands, and media organizations that are already expressing support for the proposed standards and the role they can play in improving how campaign data is used across the ecosystem.

Those statements included:

• “The challenge is not collecting more data, it is making data consistent, usable, and actionable,” said Prabhpreet Sidhu, senior vice president of analytics, Publicis Commerce. “A shared campaign taxonomy can reduce the time teams spend on cleanup and reconciliation, allowing them to focus more on insights, optimization, and growth.”
• “Marketers face mounting pressure to justify results and allocate spend wisely, a challenge that becomes far more manageable when the underlying data is sound,” said Wendy Emerson, SVP Marketing Science, Butler/Till.
• “Every campaign ends up with its own version of the truth, and teams spend too much time trying to reconcile it,” said Rachel Mervis, Director Programmatic, Quigley-Simpson. “If this gives us a cleaner starting point with access to more data, that’s time we get back to actually improving performance.”
• “Project Eidos represents an important step forward for the industry, bringing greater transparency and trust while enabling advertisers and agencies to seamlessly connect planning, activation, and measurement in a way that truly reflects how media drives business outcomes across the marketing funnel." said Leah van Zelm, SVP Data Science Measurement & Insights, NBCU Advertising Products & Solutions. "When the ecosystem is aligned on a common structure, it becomes much easier to clearly demonstrate the value our inventory delivers and to have more straightforward, comparable conversations about media effectiveness across channels. This is exactly what’s needed for the next era of media effectiveness.”
• “A taxonomy standard of this nature is long overdue in our industry,” said Christy Loftus, SVP, Data Logistics, Canvas Worldwide. "Our teams are pulling data from so many different places just to understand what’s going on. This will bring more consistency without forcing a whole new system.”

The release of Campaign Data Standards 1.0 directly supports IAB’s mission to drive growth, trust, and innovation across the digital advertising ecosystem by advancing transparency, measurement, and ultimately marketing effectiveness, the group said.

Consistent and structured data is becoming increasingly important for approaches like attribution, incrementality, and media mix modeling. Without it, even the most advanced tools struggle to produce reliable, actionable insights.

IAB is inviting stakeholders across the ad tech ecosystem to review the proposed standards and provide feedback during the public comment period. Input is encouraged on real-world implementation, usability, gaps in classification, and alignment with existing systems. The public comment period will remain open through June 14, 2026, with a final version of the standards expected to be released by Q4 2026.

To review the Campaign Data Standards 1.0 and submit feedback, click here.

NEW YORK—BIScience, the company behind the AdClarity AI-driven ad intelligence platform, today announced the launch of its TV Intelligence Suite, bringing U.S. linear TV coverage into AdClarity’s existing digital, social, video, and CTV capabilities. The platform now delivers cross-media intelligence using one consistent methodology and consistent performance metrics, the company said.

AdClarity is a digital-first ad intelligence platform that covers more than 250 leading categories and industries in the U.S., including top spending sectors such as CPG, financial services, news and media, technology, and others.

As advertising budgets continue migrating from linear television to digital channels, organizations that lack cross-media visibility cannot determine whether they are overspending or underspending relative to the market. For senior marketing leaders, media planners, analysts, and operations teams, this gap creates significant operational overhead and an inability to set strategy with confidence.

According to AdClarity data, total tracked U.S. digital advertising spend reached $174.4 billion in 2025, up 5.5 percent year over year, with CTV the fastest-growing channel at $38 billion (up 8.1 percent). Adding approximately $51 billion in U.S. linear television spend gives customers visibility into how budgets shift across the full media mix.

AdClarity’s Linear TV coverage spans more than 100 U.S. networks and local affiliates, including ABC, CBS, FOX, NBC, and leading cable, news, and sports channels, with breakdowns by Designated Market Area (DMA), daypart, program, and creative execution. By pairing DMA-specific digital insights with local TV data, the platform delivers what BIScience describes as the most granular picture of U.S. local advertising available.

The platform is powered by AdClarity’s proprietary data infrastructure, spanning 52 global markets and 30 million opt-in panelists. Data is updated daily, with point-in-time data available from 2018 onward.

AdClarity provides real CTR analysis for each ad and campaign and Ad Objective attribution that classifies ads as performance or brand awareness. The platform also provides DMA-level spend analysis and AI-driven insights with a chatbot for automated competitive and media mix analysis, according to the company.

“Until now, understanding where advertising budgets are moving between digital and television required stitching together disconnected tools with incompatible metrics,” said Dorit Kaplan, VP Product and Strategy at BIScience. “With the TV Intelligence Suite, AdClarity delivers what the market has been waiting for: a single cross-media view, built on consistent methodology, that enables teams to see the complete picture and make decisions with confidence. Our digital-first foundation gives us a distinct advantage as we bring every major advertising channel into one platform.”

AdClarity serves more than 2,000 customers worldwide, including 27% of the Fortune 500. The platform is used by global brands such as Adidas, Amazon, Booking.com, Disney, Shell, Sony, and Wix, and is trusted by partners including Nielsen, Kantar, WPP, and MediaRadar.

The TV Intelligence Suite is available now for enterprise customers in the United States. CTV coverage is currently available in the U.S., Germany, Canada, the U.K., and Australia.

NEW YORK—DirecTV Advertising has announced that it will be working with 605 to provide its customers with better data, measurement and attribution solutions. 

By tapping into 605’s sophisticated measurement platform and rich data partnerships, DirecTV Advertising said it will be able to expand DirecTV’s existing addressable ad data and tools to provide customers with more visibility on lower funnel metrics including sales lift, website activity, geo-location visitation and more.

“The combination of DirecTV’s market-leading addressable TV product with 605’s analytical rigor will create a compelling offering for brands who increasingly want meaningful and timely metrics on the performance of their spend,” said Tom Keaveney, president of 605. “We anticipate this will make advanced measurement and attribution accessible to an even greater number of DirecTV brands.”

“DirecTV Advertising is always driving new opportunities to provide innovative and differentiated attribution solutions to our customers,” said Amy Leifer, chief advertising sales officer of DirecTV. “This partnership will unlock valuable insights and showcase how addressable campaigns can deliver real results for marketers and brands.”

Compulse, a Sinclair-owned marketing and managed services for media companies and agencies, has launched Compulse Performance TV, which allows agencies to buy, manage, optimize, and measure over-the-top (OTT) campaigns across all device types. The new service is an expansion of its Compulse 360 digital advertising solution.

The Compulse Performance TV platform provides access to inventory from premium OTT publishers, allowing advertisers to track the performance of their low funnel campaign beyond just completion rate, tying it directly to results that they care about. With real-time performance dashboards, advertisers will be able to monitor their campaigns and performance insights to optimize their specific KPIs, Compulse said.

“While most CTV attribution solutions support basic metrics, such as impressions served and video completion rates, Compulse Performance TV provides much more granularity to allow agencies, media companies and advertisers to analyze and optimize their advertising spend, including checkouts, revenue, return on advertising spend, brand lift, and incrementality,” said Raman Ahuja, Chief Technology Officer, Compulse.

The Performance TV platform includes a four-step process: define goals, select inventory, place tracking pixel, and measure / optimize results. The Performance TV platform uses data to optimize campaign performance in real-time for the publishers, creatives, geo locations, audiences and dayparts that drive actions – not just views.

“We couldn’t be more excited to launch the hardest working software in television,” says Martin Kristiseter, Managing Director, Compulse. “With our advances in data targeting, cross-device measurement, and attribution, our partners can now see and prove the impact a CTV ad had on a conversion.”

Sinclair originally launched Compulse as an “integrated marketing” agency in 2016 and spun it off as a standalone operation in 2021. 

https://www.tvtechnology.com/news/sinclair-dubs-digital-compulse-integrated-marketing

SAN JOSE, Calif.—Roku has announced that it is working with Instacart to help consumer-packaged goods (CPG) advertisers make TV advertising more relevant and performance-driven on its streaming platform. 

In a pilot project to demonstrate the value of streaming ads, the two companies said that they had been able to show that on average, people who saw the ad on the Roku platform purchased more of the advertised products on Instacart versus the average customer.

“Our goal is to help marketers get more of what they love in TV,” said Alison Levin, vice president of ad revenue and marketing solutions, Roku. “Our partnership with Instacart makes it easier to measure actual return on advertising spend in e-commerce and meet consumers where they are – streaming TV.”

The partnership brings together viewership data from Roku, the top TV streaming platform in the U.S., Canada, and Mexico, and insights from Instacart, the leading grocery technology company in North America, for marketers to measure whether streamers are purchasing products on Instacart after seeing an ad on the Roku platform. By matching this data with Roku’s first-party data, marketers can quantify the impact of TV streaming advertising on product sales – while keeping customer data from Instacart and Roku secure.

In a pilot with a personal care brand, 60% of those who purchased the brand after seeing its campaign on the Roku platform were new to the brand. Also, those who were exposed to a beverage brand’s Roku campaign and were new purchasers of the brand had a 70% higher repeat rate than the average new-to-the-beverage-brand buyer on Instacart, the companies said. 

The new capability represents Instacart’s first TV streaming measurement partnership and will offer advertisers consumer purchase insights from its Marketplace, which includes more than 1,100 retail banners and more than 80,000 stores in North America. With Instacart Ads, thousands of CPG brands – from category leaders to emerging brands – partner with the company to connect directly with consumers online, right at the point of purchase.

“With Instacart Ads, we're committed to providing CPG brands with the ad products, automation, insights, and measurement they need to help them meet their objectives and prove the impact of their investment,” said Ali Miller, vice president of ads product at Instacart. “We’re proud to partner with America’s #1 TV streaming platform, Roku, to give CPG brands even more insights to help them enhance and optimize their campaigns across streaming TV. As we look ahead, we’ll continue investing in integrations and insights across every touchpoint of the consumer journey to help CPGs drive and measure results.”

This partnership expands Roku’s efforts to partner with commerce and retail leaders to provide first-of-their-kind full-funnel solutions that will provide greater accountability in TV streaming. With the addition of Instacart, advertisers can access even more e-commerce data from grocers and drug stores, alcoholic beverages, apparel, beauty, home and office, and pet care products, Roku said. 

NEW YORK—The data, measurement, and analytics software company EDO has announced that it has closed on a $80 million strategic growth investment from Shamrock Capital, a Los Angeles-based investment firm specializing in media, entertainment, communications, and related sectors. 

EDO currently works with a number of TV companies and streamers including Discovery, which recently announced it would be working with EDO to measure the impact of ad campaigns. 

The investment provides EDO with significant capital to scale its rapidly growing business in outcome measurement for Convergent TV by expanding its team, further enhancing its Ad EnGage Convergent TV analytics platform, and expanding its partner network of data sources. 

“Over the past 40 years, Shamrock has developed deep expertise in the rapidly evolving media and entertainment industry. As we studied the opportunity in Convergent TV measurement and data, we quickly identified EDO as a strategically differentiated player at the forefront of innovation in a massively valuable global ecosystem,” said Shamrock Capital Partner Laura Held. “EDO has amassed an impressive network of partners, clients and team members who we believe are reshaping what is possible from Convergent TV measurement, ad performance, and consumer engagement insights. We look forward to working closely with the EDO team on their continued growth.”

EDO was founded in 2015 by Edward Norton and Dr. Daniel Nadler. 

“With tens of billions in advertising at stake amid an ever-competitive Convergent TV landscape, many of the largest and most dynamic brands, agencies, technology platforms, studios and networks have come to trust and depend on EDO,” said EDO President & CEO Kevin Krim. “We’ve fundamentally changed what is expected from the effectiveness of TV advertising — weak proxies and soft signal don’t cut it anymore when our customers know they can get real-time, always-on measurement that confidently predicts business outcomes and allows them to optimize while campaigns are in flight. The industry is hungry for a whole new definition of ‘currency,’ especially one that inherently reflects the fair value of what’s being bought and sold — that is outcome measurement. We’re thrilled to earn the support of Shamrock Capital, which shares our vision and brings an outstanding track record of helping companies turbocharge their growth.”

Most conversations about NextGen TV, or ATSC 3.0, are all about the viewing experience. Rightfully so, considering the technology delivers 4K ultra-high-definition video quality and theater-like audio. It’s IP-based (Internet Protocol), so it’s viewable on any screen.

That’s great news for them, but what about the opportunity it provides for broadcasters? Beyond the technology upgrade, TV stations are receiving a significant upgrade in advertising potential. 

With NextGen TV in place, you can achieve two things—expand your O&O (owned and operated)  inventory and capture first-party data. Those upgrades enable you to provide unique ad spots with many targeting capabilities. Further, it allows your station to sell ad spots that reach the cord-cutters who no longer subscribe to traditional cable or satellite.

Expanding O&O Inventory
O&O inventory is often your most valuable—after all, you own it and operate it. That portfolio may be small now, but NextGen TV will expand available options and revenue capabilities for O&O. The most attractive aspects of O&O for advertisers are the targeting and first-party data collection abilities. There’s another cause for broadcasters to appreciate the expansion of this inventory—direct relationships.

While digital advertising is a critical part of a broadcaster’s ad library, you don’t have control over it. With O&O, your station can keep nurturing the relationship and demonstrating its value as targeting gets more refined.

First-Party Data: Not So Elusive With NextGen TV
Digital advertising has experienced significant disruptions with third-party cookie restrictions. While Google put on the brakes temporarily, it’s still going to happen. In the NextGen TV model of O&O inventory, you can capture first-party data, which leads to better targeting.

Smarter Targeting
NextGen TV enables smarter targeting by combining first-party data with geotargeting. That mix includes nearby targeting, previous click history, real-time information and viewing habits.

In this model, you’ll know who watches what. With this knowledge, advertisers can create more niche content to attract a specific customer segment. This "hypertargeting" plays out on the big and small screens. Your advertisers will not only appreciate this, but they’ll also suffer less ad waste, of which 35% is due to inaccurate targeting.

The Mechanics Behind First-Party Data Capture
The first part is that collection happens with an ATSC 3.0 compatible device. With this, a dedicated return channel (DRC) sends data back to the TV broadcaster that includes the content displayed during specific times on an ATSC 3.0 device. 

You know what is broadcast when and to which devices. It works for live TV and DVR stored content. 

Building the Audience for Your Advertiser
In the traditional model of selling OTA advertising, your customers choose content category types they think their ideal audience is watching. You can support and confirm that in some ways, but it’s not an exact science. 

With NextGen TV’s targeting capabilities, you create the perfect customer profile based on demographics and usage data to find them. It’s a more data-driven way for your advertisers to position their brand to the most relevant viewers. Any time you can enhance decisions with data, you’re likely to see more positive ROAS (return on ad spend). 

Reach Cord Cutters by Delivering Streaming Content
Currently, cord-cutters can access local stations through some platforms, but it’s not universally available. They could also use a digital antenna. Some stations even launched their own app. Thus, there is a hodgepodge of ways for consumers to get local content. Still, none of these deliver the best experiences. 

Targeting advertising on the local level for TV is challenging, but it’s a growing segment. Experts expect that 35.4% of U.S. households will fit this label by 2024. Many of this group are younger generations that are digital natives. It’s an appealing audience for most of your advertisers. Reaching them with O&O inventory allows your customers to connect with these demographics. 

NextGen TV Deployment Challenges
One of the biggest hurdles is the initial launch of the program and its costs. ATSC expects to reach 75% of the country in 2022, so the barriers are easing. Some spectrums also have limitations.

On the viewer side, there are currently 20 TV models from LG, Samsung and Sony that have built-in tuners. Also, not all carriers are making it available on smartphones. On technology interoperability and accessibility, there are still many things to streamline and facilitate. 

Addressing all these challenges is necessary before it can legitimately become an ad spot to monetize. 

Broadcast Ad Space Is Evolving With NextGen TV
Media ad inventory has evolved many times over the past few decades. Now it’s changing again with this new channel for ads. Viewers get a better experience, and broadcasters expand their O&O inventory with better targeting. 

Such an opportunity represents a unique and new revenue stream that can boost ad performance. Your sales team should be ready to go, evangelizing to customers early and often about the power of NextGen TV.  

NEW YORK—In an important example of how broadcasters are moving towards impressions-based currency so that digital and TV usage are measured in the same way, Katz Television Group has come out in favor of using impressions. 

The television advertising sales organization represents more than 800 TV stations across a majority of the 210 DMAs. 

TV has long used ratings as its currency for ad sales while digital uses impressions. Using impression-based currency reflects the importance of digital for broadcasters and would make it easier to craft cross platform buys. 

Recently the ABC Owned Stations also backed the idea. 

“Our local media clients distribute content and offer advertising on many platforms, including local linear TV, OTT, digital subchannels and websites,” said Leo MacCourtney, president of Katz Television Group in a statement. “To effectively plan, buy and evaluate local campaigns, national buyers need a common currency for local cross-platform execution. In the current local media environment, many stations’ linear programming is still transacted on ratings, while their digital platforms are simultaneously transacted on impressions. Now is the time to transition to a universal language of impressions. Katz Television Group supports the industry adoption of impressions for linear TV to enable cross-platform campaign integration at the local level.”

NEW YORK—Nielsen is going international with its Nielsen Digital Ad Ratings tool for the YouTube mobile app, announcing that its advertising measurement service is now available to an additional 26 markets, bringing its total reach to 34 global markets.

The new markets able to utilize Nielsen’s Digital Ad Ratings include Belgium, Brazil, Bulgaria, Czech Republic, Greece, Hong Kong, Hungary, India, Indonesia, Israel, Malaysia, Mexico, the Netherlands, New Zealand, Norway, Philippines, Poland, Puerto Rico, Singapore, South Africa, Spain, Taiwan, Thailand, Turkey and the United Arab Emirates.

The addition of this service allows for these global markets to build on the current measurement coverage of YouTube ads on desktop and mobile web browsers for a better cross-device measurement of YouTube’s advertising audience. The expanded service will offer age and gender demographics for consumers viewing advertising on the YouTube mobile app, as well as reach, frequency and gross rating points.

Measurement of YouTube ads uses a consistent methodology with all other mobile publishers in Digital Ad Ratings, allowing for comparable and deduplicated persons-based measurement across publishers.

Nielsen first provided measurement of Digital Ad Ratings for the YouTube mobile app to the U.S. in 2017.