{"page":"/blog/ctv-measurement-companies","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Company","What it measures","How it gets data","MRC status (letter date)"],"rows":[["Nielsen","National TV and streaming audiences; Nielsen ONE cross-media","Representative panel, return-path data from cable and satellite boxes, smart TV ACR, first-party streaming data for some live events (Nielsen)","National TV, panel and Big Data + Panel, accredited (22 Jan 2025); Nielsen ONE not submitted (MRC)"],["Comscore","National and local TV, cross-platform campaigns and content, CTV usage","Satellite, telco, smart TV and cable viewing data from \"tens of millions\" of screens, panels, publisher tags (10-K, FY2025)","Household ratings, national and 210 local markets, accredited (31 Mar 2025); persons-level excluded (MRC letter)"],["VideoAmp","Cross-screen audiences and outcomes, used as a currency","\"Direct, census-level integrations\" with publishers and platforms (company description, VideoAmp)","Not listed; JIC certified (JIC)"],["iSpot","Ad occurrence, audiences, attention, outcomes, creative","83 million smart TVs and set-top boxes, balanced to the US Census (company claim, iSpot)","Ad occurrence only, accredited (1 Oct 2025) (MRC letter); JIC certified"],["EDO","Outcomes: online engagement after each TV ad airing","Ad airings matched with online engagement signals (EDO)","Not listed"],["Samba","Cross-screen reach, frequency and outcomes; audiences","Smart TV software since 2008; first-party TV and web data (company claim, Samba)","Not listed"],["DoubleVerify","Fraud, viewability, brand suitability, attention","Tags and SDKs, platform feeds, pre-bid segments, CTV app certification","CTV impressions, SIVT, pre-bid IVT and property-level checks; CTV viewability for certified apps (13 Apr 2026) (MRC letter)"],["IAS","Fraud, viewability, brand suitability; show-level CTV data","Tags, platform feeds, Publica ad server data","CTV impressions, viewability and SIVT for certified apps; SSAI metrics (9 Jul 2026) (MRC letter)"],["HUMAN","Invalid traffic before and after the bid","Bid-request scoring inside platforms, post-bid sensors","CTV post-bid and pre-bid IVT (14 Apr 2026) (MRC letter)"],["Pixalate","Invalid traffic, SSAI metrics, seller and app ratings","Tags and log feeds, bid-stream and app-ads.txt analysis","CTV SIVT, video impressions, SSAI metrics (8 Apr 2025); pre-bid under audit (MRC letter)"]],"sourceUrls":[["https://www.nielsen.com/news-center/2025/2025-the-media-rating-council-accredits-nielsens-innovative-big-data-panel-national-tv-measurement/","https://mediaratingcouncil.org/accreditation/television"],["https://www.sec.gov/Archives/edgar/data/1158172/000115817226000009/scor-20251231.htm","https://mediaratingcouncil.org/sites/default/files/Accreditation%20Letters/Comscore/GI033125_Comscore%20TV%20Accreditation%20Letter.pdf"],["https://videoamp.com/solutions/measurement-and-currency/","https://www.prnewswire.com/news-releases/us-joint-industry-committee-re-certifies-comscore-ispot-and-videoamp-for-20262028-term-publishes-new-report-to-increase-currency-transparency-302885625.html"],["https://www.ispot.tv/products/measurement","https://mediaratingcouncil.org/sites/default/files/Accreditation%20Letters/iSpot%20TV/GI100125_iSpot%20Ad%20Ocurrence%20Service%20Accreditation%20Letter.pdf"],["https://www.edo.com/ad-engage-platform/tv-outcomes-measurement"],["https://www.samba.com/about-samba"],["https://mediaratingcouncil.org/sites/default/files/Accreditation%20Letters/DoubleVerify/GI041326_DoubleVerify%20Accreditation%20Letter.pdf"],["https://mediaratingcouncil.org/sites/default/files/Accreditation%20Letters/IAS/GI070926_Integral%20Ad%20Science%20Recurring_Google%20_Meta%20Accreditation%20Letter.pdf"],["https://mediaratingcouncil.org/sites/default/files/Accreditation%20Letters/HUMAN/GI041426_HUMAN%20Accreditation%20Letter.pdf"],["https://mediaratingcouncil.org/sites/default/files/Accreditation%20Letters/Pixalate/GI040825_Pixalate%20Accreditation%20Letter.pdf"]]}