A recently conducted joint study with TV ad measurement company iSpot “quantifies inflated Connected TV ad delivery counts” while sharing that, on average, between 8% and 10% of streaming impressions play when the TV is shut off, primarily through ancillary devices.
Now, WPP media investment group GroupM, home to notable analysts including Brian Wieser, has teamed up with various media companies across the advertising industry to create new standards in streaming viewability and Connected TV measurement.
