Future of TV Briefing: TV ad industry’s measurement currency frustrations hit (another) boiling point

This week’s Future of TV Briefing looks at a new task force being formed by the Coalition for Innovative Media Measurement to tackle the TV ad industry’s measurement currency conundrum.

  • Common currency
  • OpenAI’s creator product push, Paramount+’s pre-merger makeover and more

Common currency

The most consistent aspect of today’s TV measurement landscape may be its inconsistency. Or more to the point, the frustration across both buy and sell side with the lack of consistency in TV’s measurement currency.

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Mobile ad giants AppLovin and Unity locked in legal dispute over data collection

Two of the biggest names in mobile advertising have further entrenched their rivalry in court filings this week, with AppLovin suing Unity.

AppLovin has asked the Superior Court of California in San Francisco to temporarily restrict rival Unity from collecting and using certain data generated through its mobile advertising business, escalating a dispute between two of the sector’s largest platforms that is also heading to arbitration.

In an application for a temporary restraining order, AppLovin alleges Unity’s Ad Quality SDK has improperly collected data relating to advertisements served by AppLovin, including information about creatives, users and devices, impression revenue and engagement.

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