Truthset and CIMM analyzed the linkages between 3.9 billion hashed email records and 90% of known U.S. postal addresses.

Ad buyers often point to digital media’s richer datasets to explain why more of their dollars are going online. But a new study is casting doubt about just how accurate the data used by media buyers really is. The analysis by Truthset in partnership with The Coalition for Innovative Media Measurement shows only half (51%) of the digital targeting and audience measurement data is accurate.

Don’t concern yourself too much about how many followers the creator in question has, because any piece of content has the potential to scale far beyond the limits of any one individual’s follower count. This is particularly true for content-first platforms like TikTok (a feature other platforms have already started to emulate).

In a second sponsored post, on September 17, Bahsoon hosted a two-minute Q&A session, in which she teased that she’d be making her runway debut in MAC’s show that evening. She also shared with her followers that they could tune in to the livestream via YouTube. According to Tribe Dynamics, Bahsoon’s two TikTok posts drove over $100,000 in earned media value, driving mass social conversation around MAC as the first beauty brand to partner with Bahsoon.

Tubular Labs recently announced its findings from last month of top trends among media companies, brands and creators across YouTube and Facebook. When taking a closer look at #1 YouTuber, MrBeast, Tubular found that in August…

iSpot.tv and Paramount Global announced a currency partnership that facilitates transactions for both linear and total cross-platform reach for Paramount’s portfolio of networks and platforms. “Paramount has taken the lead in accelerating new measurement and currency enablement because the future of our industry depends on it,” said John Halley, President of Paramount Advertising.

The two companies are currently completing technology integrations to enable fast, seamless advertising transactions inside of Paramount’s proprietary and licensed systems. Using iSpot, Paramount will be able to offer partners even greater choice in campaign activation and evaluation by leveraging iSpot’s measurement data as well as its cross-screen capabilities.

The owner of CBS and MTV has added iSpot.TV as a measurement currency option, in addition to Comscore, Nielsen and VideoAmp, according to Ad Age.

A crucial data match that underpins everything from targeting ads to measuring TV audiences is right only 51% of the time, according to a new study by Truthset, a firm that evaluates consumer database accuracy.

Wunderkind, the leading cross-channel performance marketing solution, today announced its latest integration with Ometria, the first and only Customer Data Experience Platform (CDXP) designed specifically for retail, with over 200 industry-leading global clients, including Sephora, Steve Madden, Hotel Chocolat, and Brooklinen.

That stratospheric level of interest in Taylor Swift: The Eras Tour has built despite a marketing campaign that has defied the usual patterns of a mainstream Hollywood release. As of October 6, ad tracking firm iSpot found that the main TV spot for the film had aired just 38 times on national linear TV, with 17 of those occurring after Swift made her first appearance at a Kansas City Chiefs game to root on her reported beau, Chiefs tight end Travis Kelce.

Paramount Global and TV measurement company iSpot.tv today announced an agreement to measure and transact national TV advertising campaigns using iSpot currency metrics across Paramount’s leading media and streaming properties in the U.S.

Paramount Global and TV measurement company iSpot.tv have announced an agreement to measure and transact national TV advertising campaigns using iSpot currency metrics across Paramount’s media and streaming properties in the US.

For the iSpot/Paramount deal, the companies say they are “completing technology integrations to enable fast, seamless advertising transactions” inside of Paramount’s proprietary and licensed systems” -- to give brands and advertisers greater choice in campaign activation.

Paramount Global and iSpot.tv said they reached an agreement under which Paramount will use ispot.tv data as currency in advertising transactions across Paramount’s media and streaming properties in the U.S.

The companies are currently completing technology integrations, and Paramount expects to be able to measure and transact across iSpot data in the first quarter of 2024.

Paramount Global chose iSpot.tv as a currency option for linear and streaming TV in the U.S., with measurement and trading on the measurement company’s data expected to begin in the first quarter, the companies announced today.

Tubular Labs recently announced its findings from last month of top trends among media companies, brands and creators across YouTube and Facebook. One point that stood out, in particular, was Tegna’s rapid growth in viewership in the last month of summer. Tubular found…

Tubular Labs recently announced its findings from last month of top trends among media companies, brands and creators across YouTube and Facebook. When taking a closer look at popular CPG and QSR brands, Tubular found that in August..

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.