Passing the Baton – Programmatic TV Advertising as a Relay Race

This diagnostic study explores industry perspectives on the current state of measurement, metrics, and data across the programmatic TV ecosystem. It examines what is currently in place and what is still a work in progress, with a focus on measurement, metadata and transparency. It also highlights various opportunities for improvement, and we hope to use this study as a catalyst for industry collaborations to support the growth and development of the programmatic TV ecosystem.