Increased availability of viewer data is paving the way for innovation in TV attribution. Opportunities are emerging to harness diverse insights — from smart TVs, TV operators, digital platforms, ACR (automatic content recognition) businesses and commercial providers — to link TV ad exposure with business outcomes.
Progress, however, differs across markets. In the US, broadcasters and pay-TV companies are rapidly enhancing the accountability of TV at varying levels of granularity. But while European attribution is developing, it currently faces several head winds.
In its latest study, conducted in partnership with media research and consultancy company MTM, the FreeWheel Council for Premium Video, Europe explores the current state of TV attribution in four key markets in Europe — the UK, Germany, France, and Italy — alongside issues the industry must resolve to improve the accuracy and accessibility of TV measurement models