Hearst Television will switch to conducting advertising sales based upon audience impressions – the sole metric which serves as a common currency across all video-viewing platforms.
The switch is seen as a pivotal step toward levelling the playing field for video advertising, enabling sellers to marry live, linear and time-shifted viewing; over-the-top (OTT) and other digital advertising.
Discussing the switch to impression-based ad selling, Jordan Wertlieb, Hearst Television's president, remarked: "We have always focused on providing large, quality audiences to our advertisers. Today's video marketplace requires contemporary measurement metrics."
Adding to this, Eric Meyrowitz, Hearst Television senior vice president, sales said: "This is without question one of the most dynamic times in the history of our industry. Helping facilitate a change that ultimately allows for easier transaction across multiple platforms is something we are excited and eager to be a part of."
The change also opens the door for television companies to submit their inventory to programmatic digital advertising platforms.