In Netflix, Disney+ & HBO Max face the question, "What constitutes an impression?", I wrote “there may be real value in the impressions data from [Connected TV (CTV)] streaming; but, that data will have limited upside without the ability to tie it to individuals within households.”
I learned at the Cynopsis Measurement & Data Conference earlier this month that there are multiple challenges to tying data to individuals:
All of these point to the “attribution gap” between (1) where people learn about products, services and brands, (2) which members of the household were impacted by the ad impression, and (3) the mediums where they actually do the shopping and the buying.
The looming question for CTV is which data advertisers and sellers can agree upon to help build a data story for that attribution gap. The sense is that Nielsen has fallen out of favor, but after the past few weeks, that outcome seems less certain.