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TV advertisers want common metrics across linear and digital

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

More than half (53%) of US TV advertisers say a lack of common metrics is a challenge to integrating linear and digital campaign data, according to Yahoo Advertising. Creating a holistic framework and navigating walled gardens’ data-sharing rules are hurdles for about 40% of TV advertisers each.

Beyond the chart: Connected TV is the fastest-growing major ad format in the US, according to our forecast, but the lack of standardized measurement across linear TV, streaming platforms, and other forms of digital video is still a major pain point for advertisers. Streamers are growing their ad inventory, but marketers can’t compare platforms effectively without common metrics and a holistic framework.

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Methodology: Data is from a May 2023 Yahoo Advertising survey as cited in press release. 300 US TV marketers including agencies and brands were surveyed during March 1-8, 2023. Respondents were involved in media brand selection decisions and will spend at minimum $1 million in ad spend in the next 12 months.