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CTV consolidation hits a wall at measurement

AppsFlyer’s Alex Yip maps recent CTV deals (Walmart-Vizio/Vibe, Fox-Roku, Mediaocean-Innovid, Pinterest-tvScientific) as fights over four capabilities: screen, pipes, checkout, and measurement. Unlike the first three, measurement’s value depends on staying neutral rather than owned.

Why it matters. Buyers evaluating CTV performance must weight owned, walled-garden measurement against independent providers whose value rests on staying unaffiliated with the media they measure.

Signal from videoweek.com · read the original.

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