Category: In the News

This week’s Future of TV Briefing looks at the tensions bubbling up in the TV ad market as some TV networks press Nielsen to postpone its decision to deprecate panel-only measurement.

• A measurement mess
• The modern creator career path
• Apple’s F1 bid, YouTube’s AI slop sweep and more

A measurement mess

Likely one of the more contentious meetings of this year’s upfront cycle happened on June 12. That was when more than two dozen TV network executives and industry trade organization VAB sat down with Nielsen.

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The IAB Tech Lab is working to assemble a task force of publishers and compute edge companies to kick off its plan to create a technical framework that helps publishers gain better control of, and be paid for, LLM crawling. 

So far, it has roughly a dozen publishers on board for the task force, who will meet for the first workshop in New York City on July 23 (next Wednesday), to discuss next steps for what it has called its LLM Content Ingest API framework. Edge compute company Cloudflare will also attend and speak at the meeting, and the IAB Tech Lab is working to get edge compute company Fastly on board as well, according to CEO Anthony Katsur.

It’s early days, so next steps entail writing the specification — essentially the blueprint or technical guide that will help the different stakeholders (publishers, tech vendors, platforms) build toward the same standard. IAB Tech Lab has an internal draft specification that it’s in the early stages of reviewing with publishers, according to Katsur. Over the last six weeks, it has pitched the overview of this specification (see below) to around 40 publishers globally. 

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