Samsung Ads and Oracle Data Clouds are the latest companies attempting to set their own over-the-top (OTT) viewability standard.
Moat is effectively retooling its online video measurement capabilities to function within Samsung's smart TVs. Tom Fochetta, vice-president of Samsung Ads, said the company partnered with Moat because many advertisers already use the platform to measure their video campaigns.
"Now [marketers] have access to the same measurement and viewability information for connected TV," he said. "We think this will reduce friction in the marketplace."
This is Oracle Data Cloud's first custom integration with a hardware manufacturer. The company's group vice-president, marketing and strategic partnerships, Michelle Hulst, said measurement tools available within the larger online video ecosystem aren't necessarily there when it comes to OTT.
"By enabling OTT measurement in tandem with other video campaigns, we’re in a position to ensure that advertiser and content provider campaigns are evaluated with a standard set of metrics," said Hulst.
Connected TV is booming, and so are accompanying measurement standards. A March survey found that 53% of internet users stream content via connected TVs, including 68% of 18-to-21-year-olds.
Meanwhile, Integral Ad Science recently announced a partnership with Verizon and eight video publishers to measure video ad completion on connected TVs (CTV). Roku, another smart TV manufacturer, has its own measurement suite and a new set of tools to find audiences on OTT.
"We're confident the industry will get to a place of standardized measurement over time," said Hulst. "We have to remember that we're in the first inning of a long game in the OTT/CTV space, and we should be sure that the steps we're taking are designed for long-term success, not near-term posturing."
Both Hulst and Fochetta said fraud has yet to run rampant across OTT, but this partnership is a needed step.
"[We] know that pioneering fraudsters go to the fastest growing and least measured parts of the ecosystem, and we want to get ahead of any potential issues." said Fochetta.
Oracle Data Cloud has been working to expand its audience-level targeting in OTT. In March, it made a deal to sync its data marketplace with Tru Optik's OTT household identity graph across more than 75m homes.
Oracle Data Cloud combines the technologies from Oracle's subsidiaries, including Moat, AddThis, BlueKai, Crosswise, Datalogix and Grapeshot.