> ## Content Index
> Fetch the complete content index at: https://tvrev2beta2.ghost.io/llms.txt
> Use this file to discover other available public pages before exploring further.

# Hot List: Everyone (But Streamers) Wants TV Tran$parency
- URL: https://tvrev2beta2.ghost.io/hot-list-streamers-tv-transparency-currency/
- Published: 2023-10-14T03:59:00.000Z
- Updated: 2023-10-14T03:59:00.000Z
- Author: TVREV
- Tags: Streaming Wars, Thought Leaders Circle, Hot List, 2023 Local TV Report, iSpot, Paramount, Truthset, Dentsu, IRIS.TV, alternative currency, ad targeting, #sqs, #Import 2026-09-03 20:57, Data

*“We got a lot of ‘This can’t be true. Oh my God, this is my life’s work. What have I been doing for 20 years?’” - Truthset CEO Scott McKinley,* [*to AdAge*](https://adage.com/article/measurement/nearly-half-data-used-ad-targeting-wrong-truthset-study/2521136?ref=tvrev2beta2.ghost.io)

As so many of you get ready for Advertising Week (or thank goodness you’re not going) and/or if you were consumed by horrific global events and want to brush up on what happened this week, this email is your chance to skim the headlines that mattered.

**New Currencies Are Now Eating Monopoly Money:** Turns out the industry is keeping its commitments to new currencies two years into the first wave. As Alan Wolk discovered interviewing Travis Scoles the day [Paramount and iSpot announced a new currency deal](https://adage.com/article/ad-measurement/paramount-picks-ispottv-tv-ad-currency-alternative/2520946?ref=tvrev2beta2.ghost.io), choice is actually breeding innovation. 

Alan’s Week in Review connects the measurement dots back to [the JICs growing power in the measurement wars](https://tvrev2beta2.ghost.io/wir20231013/).

Meanwhile, [VideoAmp is powering ad activation](https://variety.com/2023/tv/news/dentsu-videoamp-advertising-audience-measurement-seven-media-companies-1235752990/?ref=tvrev2beta2.ghost.io) and measurement for Dentsu starting with a campaign across 7 networks. [Innovid, which also combines ad serving and measurement, announced it is injecting machine learning](https://www.adexchanger.com/tv/innovid-is-riding-the-waves-of-ad-tech-consolidation-with-an-eye-on-ctv-measurement/?ref=tvrev2beta2.ghost.io) to automatically adjust CTV campaigns based on performance. 

All of this competition is [good news for Inscape](https://inscape.tv/?ref=tvrev2beta2.ghost.io), which supplies all the screen-level data to make these innovations possible.

**IDs, Please:** While cookie talk won’t crumble, identity will continue to be THE THING marketers have to figure out against new privacy laws. This week, a massive study of looking at postal addresses and identity from CIMM and [Truthset](https://www.truthset.io/?ref=tvrev2beta2.ghost.io) revealed on average, nearly [HALF of the data used for ad targeting](https://adage.com/article/measurement/nearly-half-data-used-ad-targeting-wrong-truthset-study/2521136?ref=tvrev2beta2.ghost.io) is wrong (with some data providers as good as 70% and others as poor as 30%). Luckily, now getting it right can be far less costly than continuing to get it wrong.

**Dude, Where’s my Ad?** Speaking of transparency and context, Dentsu is combining GumGum and IRIS.TV to [get more transparency around video ad placements](https://www.streamtvinsider.com/advertising/denstu-combines-gumgum-iristv-ad-placement-transparency?ref=tvrev2beta2.ghost.io).

**Not a Dope Jam**: As actor talks break down again, prospects of new TV content to start the new year is slipping away. Expect [a production logjam](https://digiday.com/future-of-tv/future-of-tv-briefing-tv-and-film-producers-prepare-for-potential-post-strike-production-logjam/?ref=tvrev2beta2.ghost.io) once entertainment work stoppages conclude.

**Knowledge Is Power**: Streaming services have a vice grip on data, and everyone else wants access to it. They’re unlikely to get it, [as Mike Shields discusses](https://mikeshields.substack.com/p/in-the-streaming-era-the-streamers).

**Never Go Out of Style**: If a record-setting tour wasn’t enough, Taylor Swift is about to strike box office gold – and didn’t need the NFL to do it, [as Dade Hayes highlights in Deadline](https://deadline.com/2023/10/taylor-swift-movie-eras-tour-nfl-marketing-amc-theaters-1235567995/?ref=tvrev2beta2.ghost.io).

*“We need streaming data, \[and some streamers are\] not willing to share it. They are not going to fork over their most precious commodity. We as buyers are waiting for it.” -* [*Mariel Estrada, Head of Video Currency, Omnicom*](https://mikeshields.substack.com/p/in-the-streaming-era-the-streamers)

**Download our latest special report**: [Local TV: Perils & Promise In The Age Of Streaming](https://www.tvrev.com/special-reports/p/local-tv-perils-promise-in-the-age-of-streaming?ref=tvrev2beta2.ghost.io) **from Alan Wolk, Tim Hanlon & Evan Shapiro**. We surveyed 60k Americans about how important local TV is to them, and some of the results – like how many young people are still tuning in – may surprise.

  
For a limited time, TVREV subscribers can get the report for FREE.

[](https://www.tvrev.com/special-reports/p/local-tv-perils-promise-in-the-age-of-streaming?ref=tvrev2beta2.ghost.io)

### **NEWS YOU CAN USE**

**Advertising**

- [**HOW ROKU IS TRAINING TV VIEWERS TO GO FROM WATCHING TO PURCHASING**](https://adage.com/article/media/roku-how-tv-viewers-can-go-watching-purchasing/2520906?ref=tvrev2beta2.ghost.io)\- **Parker Herren \[Ad Age\]**
- [**Denstu combines Gumgum, IRIS.TV for ad placement transparency**](https://www.streamtvinsider.com/advertising/denstu-combines-gumgum-iristv-ad-placement-transparency?ref=tvrev2beta2.ghost.io) **\- Tommy Clift \[StreamTV Insider\]**
- [**Innovid Is Riding The Waves Of Ad Tech Consolidation With An Eye On CTV Measurement**](https://www.adexchanger.com/tv/innovid-is-riding-the-waves-of-ad-tech-consolidation-with-an-eye-on-ctv-measurement/?ref=tvrev2beta2.ghost.io) **\- Alyssa Boyle \[AdExchanger\]**
- [**Why Experian chose Travis Kelce to star in a campaign…before the Taylor Swift rumors**](https://www.marketingbrew.com/stories/2023/10/11/why-experian-chose-travis-kelce-to-star-in-a-campaign-before-the-taylor-swift-rumors?ref=tvrev2beta2.ghost.io) **\- Alyssa Meyers \[MarketingBrew\]**
- [**Netflix’s Ad Exec Shakeup Was Part of Effort to Speed Growth**](https://www.theinformation.com/articles/netflixs-ad-exec-shakeup-was-part-of-effort-to-speed-growth?ref=tvrev2beta2.ghost.io) **\- Sahil Patel \[The Information\]**
- [**THE WAR IN ISRAEL—HOW BRANDS, AGENCIES AND AD TECH FIRMS ARE RESPONDING**](https://adage.com/article/digital-marketing-ad-tech-news/israel-hamas-war-how-brands-ad-tech-firms-agencies-are-responding/2521656?ref=tvrev2beta2.ghost.io) **\- Garett Sloane, Aleda Stam \[Ad Age\]**

**Streaming Wars**

- [**Why So Many Streaming Services Are Struggling**](https://www.theinformation.com/articles/why-so-many-streaming-services-are-struggling?ref=tvrev2beta2.ghost.io) **\- Andrew Rosen \[The Information\]**
- [**In the Streaming Era, the Streamers May Know Too Much**](https://mikeshields.substack.com/p/in-the-streaming-era-the-streamers) **\- Mike Shields \[Next In Media\]**
- [**Crunchyroll launches FAST channel as viewership growth continues**](https://www.streamtvinsider.com/video/crunchyroll-launches-fast-channel-viewership-growth-continues?ref=tvrev2beta2.ghost.io) **\- Tommy Clift \[StreamTV Insider\]**
- [**CNN and NBC Set to Battle for Future of Streaming News**](https://variety.com/2023/tv/news/cnn-nbc-battle-streaming-tv-news-1235746611/?ref=tvrev2beta2.ghost.io) **\- Brian Steinberg \[Variety\]**
- [**Even ‘Suits’ Creator “Underestimated” Series Amid Its Newfound Streaming Success**](https://deadline.com/2023/10/suits-creator-reacts-streaming-ratings-records-1235566833/?ref=tvrev2beta2.ghost.io) **\- Nellie Andreeva \[Deadline\]**
- [**Google Will Drop Claim That YouTube TV Is ‘$600 Less Than Cable’ After Charter Complaint to Advertising Board**](https://variety.com/2023/digital/news/google-drop-youtube-tv-claim-less-than-cable-charter-ad-complaint-1235751839/?ref=tvrev2beta2.ghost.io) **\- Todd Spangler \[Variety\]**

**Data & Measurement**

- [**PARAMOUNT PICKS ISPOT.TV AS TV AD CURRENCY ALTERNATIVE TO NIELSEN**](https://adage.com/article/ad-measurement/paramount-picks-ispottv-tv-ad-currency-alternative/2520946?ref=tvrev2beta2.ghost.io) **\- Jack Neff \[Ad Age\]**
- [**Hispanic Audience Measurement Requires Nuance. We’re Still Using Blunt Instruments**](https://www.adexchanger.com/measurement/hispanic-audience-measurement-requires-nuance-were-still-using-blunt-instruments/?ref=tvrev2beta2.ghost.io) **\- Hana Yoo \[AdExchanger\]**
- [**NEARLY HALF THE DATA USED FOR AD TARGETING IS WRONG**](https://adage.com/article/measurement/nearly-half-data-used-ad-targeting-wrong-truthset-study/2521136?ref=tvrev2beta2.ghost.io) **\- Jack Neff \[Ad Age\]**
- [**Google Introduces Ad-Measurement Tool, Privacy Sandbox Forces Change**](https://www.mediapost.com/publications/article/390080/google-introduces-ad-measurement-tool-privacy-san.html?ref=tvrev2beta2.ghost.io) **\- Laurie Sullivan \[MediaPost\]**
- [**PMG sharpens CTV, OTT expertise with Camelot acquisition**](https://www.marketingdive.com/news/pmg-acquires-camelot-marketing-media-agency-CTV-OTT/695955/?ref=tvrev2beta2.ghost.io) **\- Aaron Baar \[Marketing Dive\]**
- [**40% Of FAST Users Upped View Time In Past Year**](https://www.mediapost.com/publications/article/390068/40-of-fast-users-upped-view-time-in-past-year.html?ref=tvrev2beta2.ghost.io) **\- Karlene Lukovitz \[MediaPost\]**

**Landscape**

- [**SAG-AFTRA talks break down over streaming pay in a setback for Hollywood’s back-to-work plans**](https://www.latimes.com/entertainment-arts/business/story/2023-10-11/amptp-sag-aftra-roadblocks-actors-strike?ref=tvrev2beta2.ghost.io) **\- Wendy Lee, Meg James \[LA Times\]**
- [**How the short-form video boom is driving marketers to creators for content production**](https://digiday.com/marketing/marketing-briefing-how-the-short-form-video-boom-is-driving-marketers-to-creators-for-content-production/?ref=tvrev2beta2.ghost.io) **\- Kristina Monllos \[Digiday\]**
- [**‘Daredevil’ Hits Reset Button as Marvel Overhauls Its TV Business**](https://www.hollywoodreporter.com/tv/tv-news/daredevil-marvel-disney-1235614518/?ref=tvrev2beta2.ghost.io) **\- Borys Kit \[THR\]**
- [**TV and film producers prepare for potential post-strike production logjam**](https://digiday.com/future-of-tv/future-of-tv-briefing-tv-and-film-producers-prepare-for-potential-post-strike-production-logjam/?ref=tvrev2beta2.ghost.io) **\- Tim Peterson \[Digiday\]**
- [**The Taylor Swift Movie Hasn’t Needed The NFL’s Help To Become A Major Theatrical Event**](https://deadline.com/2023/10/taylor-swift-movie-eras-tour-nfl-marketing-amc-theaters-1235567995/?ref=tvrev2beta2.ghost.io) **\- Dade Hayes \[Deadline\]**
- [**CNN Boss Mark Thompson to Staff: Network Is ‘Nowhere Near Ready for the Future’**](https://www.wsj.com/business/media/cnn-boss-mark-thompson-to-staff-network-is-nowhere-near-ready-for-the-future-8c61c450?mod=djemCMOToday&ref=tvrev2beta2.ghost.io) **\- Isabella Simonetti \[WSJ\]**

**Sports**

- [***WHY AMAZON’S NFL BLACK FRIDAY BROADCAST WILL FEATURE MORE INTERACTIVE ADS AND CPG BRANDS***](https://adage.com/article/digital-marketing-ad-tech-news/amazons-nfl-black-friday-broadcast-will-feature-more-cpg-brands-and-interactive-ads/2520831?utm%5Fsource=ad-age-news-alerts&utm%5Fmedium=email&utm%5Fcampaign=20231009&utm%5Fcontent=hero-headline) ***\- Garett Sloane \[Ad Age\]***
- [***TIRED OF PLAYING WAITING GAME, MLB DECLARES TIME’S UP IN RSN FIGHT***](https://www.sportico.com/business/media/2023/mlb-demands-status-update-diamond-sports-rsns-1234741883/?ref=tvrev2beta2.ghost.io) ***\- Anthony Crupi \[Sportico\]***
- [***MLB Momentum Takes Hit From Playoff Ratings Dip, Format Debate***](https://frontofficesports.com/mlb-momentum-takes-hit-from-playoff-ratings-dip-format-debate/?ref=tvrev2beta2.ghost.io) ***Eric Fisher \[Front Office Sports\]***
- [***Should the NFL buy ABC from Disney? One analyst makes the case.***](https://www.marketwatch.com/story/should-the-nfl-buy-abc-from-disney-one-analyst-makes-the-case-c180e486?ref=tvrev2beta2.ghost.io) ***\- Emily Bary \[Market Watch\]***
- [***NWSL STRIKES 4-YEAR MEDIA DEALS WITH ESPN, AMAZON, CBS AND SCRIPPS***](https://www.sportico.com/business/media/2023/nwsl-media-deals-espn-cbs-amazon-scripps-1234741394/?ref=tvrev2beta2.ghost.io) ***\- Scott Shoshnick, Eben Novy-Williams \[Sportico\]***
- [***The College Football Playoff Is Becoming One of the Hottest Media Properties***](https://frontofficesports.com/the-college-football-playoff-is-becoming-one-of-the-hottest-media-properties/?ref=tvrev2beta2.ghost.io) ***\- Amanda Christovich \[Front Office Sports\]***
- [***Ligue 1 gets creative in pitch to U.S. media rights prospects***](https://www.sportsbusinessjournal.com/Articles/2023/10/09/sports-media.aspx?ref=tvrev2beta2.ghost.io) ***\- John Ourand \[SBJ\]***