Yospace, the dynamic ad insertion (DAI) arm of RTL Group, has partnered with ITV to revolutionize how ad measurement works in a move that shows how collaborative Software Development Kit (SDK) efforts are not effective enough. The ad tech company’s announcement this week spotlights what it coins “Client-Guided Ad Measurement” (CGAM), a new ad measurement technique that has already been integrated with DAI across ITV’s channels on the streaming platform Freely. Freely is crucially built on a shared player model, making a multiple SDK approach from each individual broadcaster impractical, with increased operational complexity and data inconsistencies across the platform. Instead, with CGAM, the Freely player calls a Yospace API with its playback position, which then generates the data needed…