Category: In the News

This week’s Future of TV Briefing looks at a report from Innovid that seems to show CTV advertisers’ reach and frequency calibrations are out of whack.

• Beyond reach
• Productions’ Hollywood exodus, Netflix’s podcast interest and more

Beyond reach

For all the increasing attention being paid to business outcome measurement, reach and frequency remain the main metrics for ads running across connected TV platforms and streaming services. So as this year’s upfront negotiations near, it’s worth asking: To what extent are advertisers reaching audiences on CTV and how often?

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It’s been nearly a week since U.S. District Judge Leonie Brinkema ruled that Google illegally monopolized the tools that direct how ad dollars flow across the internet. The moment felt, briefly, like vindication for publishers. After years of mounting frustration, they finally saw their suspicions ratified in a courtroom. Google hadn’t just dominated the open web — it had done so illegally.

And yet, few publishers are rushing to celebrate.

Because as clear as the verdict was, the path forward is anything but. Google’s likeliest appeasement to the verdict — a forced divesture of its ad server and exchange — may take years to materialize. And, even if it happens, it may fall short of what many industry observers are hoping for.

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