In the wake of Nielsen losing its National and Local TV accreditation from the Media Rating Council, networks are eyeing alternative measurement companies.
Sitting within a number of these data sets is automated content recognition (ACR) tech. ACR tech catches and translates audio and video bits on a TV, assisting information business comprehend the totality of material viewed on a wise TV.
The tech is barely new. Companies such as VideoAmp and iSpot use ACR to measure audiences and advance alternative currencies, ACR is incorporated into many smart TVs, and it is utilized to enable unique types of targeting, like revealing an ad on CTV to somebody unexposed to the exact same advertisement on linear TV.
For the previous couple of years, however, ACR information has been utilized for a wider swath of marketing activities. As its value increases, the business managing ACR information have made it more difficult to gain access to.
ACR had mainly been for retargeting on the buy side, however online marketers are progressively relying on the tech for measurement, said Ken Norcross, VIZIOs senior director of information method.
” The data itself is a cross-platform tool– its a bridge that sits in between both streaming and linear,” he said. Utilizing an IP address, ACR information can link to other data sets, revealing online marketers how well a project is performing and offering an apples-to-apples comparison of a CTV and direct television project.
Smart television manufacturers like Samsung, LG, Roku and VIZIO are utilizing ACR as a way to strengthen their particular ad companies and ad-supported channels.
Less business are sharing their ACR data, instead utilizing the information to support their own businesses.

As CTV tries to improve its measurement, consisting of alternate currencies to Nielsen, these walled gardens are making sure the space remains fragmented.
” If youre a measurement business, its ending up being a walled garden,” said Jane Clarke, CEO and handling director of CIMM, a union for media measurement.
Rise of the walled gardens
Among the most significant developments came when Roku got Nielsens Advanced Video Advertising business previously this year, offering the business access to Nielsens ACR and dynamic ad insertion abilities. Nielsen had formerly accredited its ACR data, consisting of to Roku. However that ACR data is now exclusive to Roku.
Roku, LG and Samsung likewise make their ACR data accessible just to their marketer consumers.
That leaves VIZIO as the just wise television maker licensing ACR through Inscape. Samba TV, which incorporates with 24 wise TV brand names, consisting of Sony and Panasonic, likewise accredits its data, Clarke stated.
” One of the weaknesses of smart TV data is you cant get it all– theres been a pullback in the licensing of that data for measurement functions,” she stated. “If you wish to purchase marketing through LG, for example, theyre going to utilize their ACR data to assist you strategy and execute, and give you attribution on their inventory that they have access to.”
Even VIZIO has actually been making relocate to limit access. In July, the company announced it would just allow some advertisement tech business to take advantage of Inscape targeting information as the business develops its own programmatic services platform. Verizon Media was a noteworthy exception to that brand-new guideline. VIZIO still notes VideoAmp, iSpot, Data Plus Math, Nielsen and Comscore among its measurement partners. Since of those collaborations, VIZIOs Norcross withstands category as a walled garden.
One reason for the walled gardens: television makers are keeping their data now that theyre spinning up their own ad companies.
” All the major OEMs [initial devices makers] have actually brought ACR in home” so they can scale their ad monetization, stated Rokus VP of item management Louqman Parampath.
The rise in CTV viewership over the past four to five years has likewise promoted ACR information. “As TV dollars are moving over to CTV, ACR data helps to solve for crucial measurement capabilities like reach and frequency,” Parampath stated.
Pros of ACROne of ACR techs secret weapons is the ability to measure ad frequency in a fragmented environment. Its tech measures how numerous times an advertisement appears on the TV screen by taping an advertisement and matching it to the same advertisement in a service providers recommendation library (an extensive repository of material and ads running on television).
” Measuring whatever that strikes the screen is the basic distinction between ACR and every other tv measurement innovation in usage today,” according to a current report by Sequent Partners underwritten by Roku.
LG Ads CEO Raghu Kodige stated that advertisers can no longer count on older panel-based measurement services, particularly when it comes to reach and frequency.
” With streaming marketing removing, this is ending up being even more important because a lot of marketers now wish to plan direct television and CTV together,” he stated. “If you wish to do that, you pretty much need this ACR innovation.”
Limitations and challenges
While ACR data may be placed as superior to panel-based measurement, it has its own set of weaknesses.
One relative weakness is identity. ACR information samples are built from devices, not households or people.
More advanced applications of ACR information require identity resolution, linking a gadget to a household of a person. Just then can a TV buy really de-dupe reach and frequency or monitor frequency topping.
Not all smart TVs in a home have ACR technology or the opt-ins to gather the ideal viewing information. Those limitations can lead to less than half of the TV sets in a family being determined by any ACR data company, according to Sequent Partners.
The report required the adoption of Ad-ID– a standard advertisement recognition and encoding system– an industry service to “make viewership data reconciliation simpler and more accurate.”
The challenge, LG Ads Kodige stated, is developing a consistent industry requirement that would enable multiple OEMs to share exclusive information.
” Until then, it will still be numerous walled garden services,” he stated. Advertisers should do the additional work to adopt numerous ACR-rich services in order to reach the majority of US homes.
Potential for alternative currency?
When it comes to measurement, ACR works best as part of a mix of data sets, such as integrating it with set-top box information, Clarke said.
ACR information is entering into alternative currencies.
” I highly believe that well be powering the future of currencies,” VIZIOs Norcross stated.
Case in point: As VideoAmp pilots alternate currency programs with 5 of the 6 major holding companies, it restored its collaboration with VIZIO to gain access to Inscape ACR data from more than 18 million smart TVs. VideoAmp then commingles that ACR data with set-top box, clever TV, census, first- and third-party information, along with census and panel sources.
NBCUniversal, which plans to adopt several currency companies to drive cross-screen measurement, is examining more than 80 reactions from measurement business to an RFP it provided last month.
” [ACR] is absolutely a piece of the puzzle,” stated Rich Hogan, NBCUs VP of innovative marketing products. “ACR and a lot of these technologies offer us a bit more insight into comprehending how individuals are enjoying more content in various ways.”
Justin Evans, global head of analytics and insights at Samsung Ads, stated marketers can develop their own measurement stack using ACR information at scale– a “effective factor” to insights about company performance. “Agencies and advertisers are living in a time of abundance,” he stated.
The numbers: ACR footprint
Samsung Ads: 42 million opted-in Samsung wise TVs.
VIZIO: 19 million opted-in devices in the market.
LG Ads: 20 million United States families.
Roku: Declined to specify

One of the biggest advancements came when Roku obtained Nielsens Advanced Video Advertising business previously this year, giving the company access to Nielsens ACR and vibrant ad insertion capabilities. Nielsen had previously licensed its ACR data, consisting of to Roku. That ACR information is now special to Roku.
In July, the business revealed it would only permit some advertisement tech business to tap into Inscape targeting information as the business establishes its own programmatic services platform. “ACR and a lot of these innovations offer us a bit more insight into understanding how individuals are watching more content in various ways.”