The playbook for planning and buying CTV is different than linear. Panelists discuss why and how. 

Presenters will share examples of enhanced approaches to audience measurement that deliver granular, accurate and representative insights.

AI is changing everything, including the search behaviors that form the backbone of many MMM and MTA solutions. How will this impact measurement moving forward?

In the era of streaming, binging and VOD, live sports may truly be the last frontier for appointment-based viewing. That makes understanding who’s watching all the more important. Panelists will discuss improvements and advancement in audience and content measurement around live sports events.

The complexity of delivering privacy-safe, accurate data matches and measurement for multiscreen TV can’t be solved by one company alone. Enter the partner economy. This case study reveals how Spectrum Reach, Innovid, and Blockgraph  collaborated to provide holistic multiscreen attribution with granular insights, solving key marketing challenges and improving future campaigns.

This group discussion will focus on whether minimum standards around metadata can help drive growth in the programmatic TV ecosystem. 

The adoption of a cross-industry, open ad watermark seems like an easy catalyst for improving measurement. And while past initiatives like TAXI and Project OAR failed to gain steam, panelists will explore whether there’s a case for trying to gain support for a new approach to watermarking.

Case studies highlight research around how users are thinking and feeling while consuming content -- and how that impacts their engagement (and potential for interaction).  

This group discussion will focus on advancements and standardization in retail media measurement.

Connecting media spend to sales and market share increases is easier said than done -- especially when you factor in different distribution channels and data sets. Panelists will explore current methodologies aimed at understanding how video is driving incremental growth for advertisers.

CIMM's study on innovation in content measurement highlights new ways to better understand what audiences are watching and why.

This group discussion will focus on the business and operational challenges inherent in moving from average commercial minute (ACM) measurement to exact commercial minute (ECM) measurement.

This panel will discuss key findings from CIMM’s Local TV & Video Working Group, along with emerging trends and best practices in local TV measurement.

Exclusive research from CIMM examining the merits and flaws of global efforts (like JICs) to collectively develop standards and frameworks around measurement.

This brainstorm session will focus on advancements in measuring the impact of creators and social video campaigns.

The converged TV marketplace thrives on data -- but not all inputs are created equal. Panelists will discuss how data quality and varying levels of interoperability impact the current practice of content and campaign measurement.

Custom ad units -- be they screensavers, pause ads, or shoppable units -- are the topic du jour. But are the rewards of building and integrating these shiny new objects worth the investment? Two case studies will highlight how these newbies compare to standard ad pods in terms of performance, attention and outcomes.

The CTV ecosystem is still a bit like the Wild West: Lots of interest, lots of opportunity -- but also plenty of room for pitfalls and potential fraud. This group discussion will uncover some of the challenges and solutions that both brands and publishers face in terms of brand safety, suitability and regulatory compliance in the realm of CTV.