Media Measurement

CTV Performance enables advertisers to move beyond traditional CTV metrics like impressions and completion rates, offering a new layer of insight: the ability to track site visits, leads, and sales directly tied to CTV exposure.

Through this integration, contracted data partners can streamline analytics, enhance planning, and make more informed media decisions—all within Databricks’ governed, privacy-first environment.

DV has also launched DV Campaign Automator to streamline campaign trafficking for brands and agencies using Audience ads–display, native, and video ads powered by Microsoft AI and trusted data.

With brand lift integrated into campaign delivery, media companies can demonstrate how advertising drives both immediate performance and long-term brand outcomes.

With Novacap’s support, IAS will access new resources to achieve its strategic goals and strengthen its position as a global benchmark in digital media quality.

Through the relationship, NIQ’s consumer insights, including digital purchase data, will be available in Decentriq’s privacy-preserving clean rooms, enabling advertisers to utilise the data for audience profiling and closed-loop measurement.

The acquisition of Nielsen’s Marketing Mix Modelling (MMM) business expands Circana's global footprint in marketing analytics while deepening its modelling and measurement capabilities.

The acquisition begins a new phase for Kantar Media, supporting its strategic direction and innovation efforts while it continues as an independent media measurement firm under H.I.G. Capital.

Combining Samba TV’s viewership data with Kochava’s attribution analytics, the partnership will deliver outcomes insights across linear TV, CTV, and digital, and provide a cohesive measurement pipeline for existing and new customers.

Global advertisers can now access expanded measurement capabilities across Reddit, including Viewability and Invalid Traffic Measurement.