TV viewability

Now that short-form video giant YouTube is entering the TV measurement debacle, fresh debate is afoot.

The SSP Sharethrough partnered with attention metrics provider Adelaide to curate ad inventory packages based on attention.

Connected TV has been a buzzword for years, but its categorization distinct from other over-the-top (OTT) media was only made official last summer. In August, the Media Rating Council (MRC) revised its official definitions to draw the line between CTV and OTT based on critical differences in measurement, viewability and attribution.