Since 2015, U.S. retailers have come to rely on DRMetrix’s AdSphere™ reporting system to track what direct-response advertisers are spending on their brands across more than 130 national television networks. This includes the reporting of both short and long-form advertisements. (Many international companies, operating in the electronic retailing industry, also refer to AdSphere™ when deciding which brands to bring to market.)

While AdSphere™ has provided much needed transparency to the industry, the much less transparent media of local cable and streaming services are quickly evolving and challenging the status quo. Collectively known as MVPDs, or Multiple Video Program Distributors, these include certain cable companies, direct-to-consumer satellite providers, video-over-fiber, and even over-the-top (OTT) media such as YoutubeTV, FuboTV and Sling TV (considered virtual MVPDs). These MVPDs offer exciting new ways of targeting television viewers. However, in terms of transparency, they each operate their own walled garden, and that makes it extremely challenging for third-party research companies to track and place a value on their media. Retailers and advertisers are left wondering, How will television campaigns be monitored and reported in the future?

DRMetrix has been working to confront these challenges by developing a new service called MVPDNet. Both a way to track and report the value of this media and also a way to purchase MVPD media efficiently. MVPDNet will be the first service to allow advertisers and retailers to maximize what is fast becoming the future of advertising.

MVPDNet is a new type of ad network model that is being developed in close collaboration with MVPD partners. Through direct integrations, MVPD partners will report raw log data to DRMetrix, which it will then process and use to calculate the number of network equivalent airings as well as the network equivalent value of all MVPD-delivered schedules. This solution will provide media on major cable networks across the United States. The aggregate value of these MVPD schedules will be reported in AdSphere,™ including the network equivalent units by network, time of day, and day of week, as well as Designated Marketing Area (DMA) grouping breakouts.

MVPDs will be able to provide media anonymously as MVPDNet will operate similar to online ad network models such as Google Adwords. While there are key differences, one commonality is that advertisers will bid on a cost-per-action (CPA) basis to run campaigns on MVPDNet. DRMetrix will offer MVPD partners proprietary data solutions to help optimize media schedules and maximize revenue.

DRMetrix hopes that revenue generated from MVPDNet will allow it to expand its monitoring platform to local broadcast stations, new national networks, and more Hispanic networks. The company is also looking to expand into international markets such as Canada, UK, etc.

Initial trials of MVPDNet will begin in the first quarter of 2021 on an invitation only basis. For more information, please contact DRMetrix at [email protected].