Ophélie Boucaud, Principal Analyst - Media & Telecom at Dataxis, provides a European perspective on overcoming the current challenges associated with fragmented viewer and advertising metrics.
Following weeks of conferences focusing on the challenges and opportunities of the video industry in Europe, my head has been buzzing with keywords like measurement, ad currencies, data clean rooms, first-party data, or consent framework. All those terms were wrapped up around discussions that attributed the scapegoat role to “fragmentation” and “walled gardens” when it came to addressing the video advertising industry’s shortcomings. But is that really where the problem is?
In the previous eras of advertising (when TV first started putting several channels on the same tube), measurement tools were built from the ground up in each domestic market. They were developed as a consensus around a single source of truth in each country. For a vividly competitive industry, it obviously took years to reach that point, and a lot of stakeholders are still questioning or even arguing about TV ratings methodology. Panels aren’t perfect, and it is an inherent problem to their very nature: they aim at using a sample to draw out a landscape that should represent the masses. But they won’t ever grasp the whole picture. Broadcasters still complain about the remanence of many 0-rated channels, which can’t be properly monetised without accurate measurement...
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