This Future of TV Briefing covers the latest in streaming and TV for Digiday+ members and is distributed over email every Wednesday at 10 a.m. ET. More from the series →This week’s Future of TV Briefing looks at how the IAB’s Redefining Media Types Standard could address the streaming ad market’s call for quality controls.
“The advertising market does not systematically price impressions according to their true economic value.”
That’s a line from the Coalition for Innovative Media Measurement’s research paper “Quality Matters: Navigating Quality in Media Buying and Measurement.” Published in May, the research paper sums up a growing call in the TV and streaming ad market: Media quality needs to be somehow accounted for in ad buying.
But how?
Well, the other foot seems to have dropped earlier this month in the form of the Interactive Advertising Bureau’s Redefining Media Types Standard. While only a draft currently in public comment — hopefully leaving open the door for an improved name — the framework aims to create a classification system for media quality to be accounted for in ad buying.
