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TV networks mull VAB’s attribution model Thor

Executives from the top US TV networks recently met to determine if the time has finally come for the TV advertising industry to move away from the analog-era Nielsen panels and audience-based currencies towards a more modern, multi-screen measurement standard that tracks sales as they correlate to TV ad impressions. The Video Advertising Bureau has floated the idea of using an attribution-based measurement standard for linear TV advertising, giving linear TV networks some of the measurement prowess that’s luring brands and marketers over to digital. According to reports, over 40 executives from TV networks ABC, A&E, AMC, CBS, CW, ESPN, FOX, Discovery, Hallmark, NBCU, Turner and Viacom and others are mulling the VAB’s proposed attribution standard, currently referred to as…

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