Create equivalised metrics by combining first, second and third-party data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 07, 2022, 12:59 PM GMT+0

Equivalised metrics can help publishers track the performance of AVOD, SVOD and FAST strategies compared with partner distribution models.

Equivalent metrics are the cornerstone of measuring ad impressions and tracking performance on CTV, OTT, and more. Publishers struggle to gain viewing insights due to the lack of equivalised metrics across distribution partners and platforms.

Netflix’s recent announcement of disclosing top programs using a minute-based metric is a step in the right direction for publishers. To report on viewing across linear and non-linear channels, publishers need comprehensive data including first-party, second-party, and third-party data translated into equivalised metrics.

However, with video consumption scattered across AVOD, SVOD, MVPD, and others, translating the data into equivalised metrics is challenging. To optimise viewing in a complicated distribution ecosystem, publishers must ensure that their data matching process is aligned with their own internal directory.

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