Streaming TV measurement moves forward with duration-based metrics revised by Index Exchange
In a move to enhance the competitive streaming advertising technology landscape, Index Exchange has announced the implementation of a duration-based reporting system for streaming TV advertisements. This new system, which went live on September 12, 2025, aims to revolutionise programmatic metrics by measuring inventory in seconds rather than opportunities.
The duration-based calculation methodology tracks the total advertisement time, rather than individual slot counts, for measuring fill rates. This approach provides a more accurate representation of the actual time advertisements are delivered, addressing the limitations in legacy programmatic metrics that treat all impression opportunities equally, regardless of their time duration.
The new reporting system is designed to enable cross-platform performance comparison using standardized time-based calculations. Supply-side platforms supporting the enhanced measurement must track advertisement delivery durations and provide aggregated reporting across campaign periods. Demand-side platforms, on the other hand, need updated reporting systems to process time-based performance indicators.
The implementation requires OpenRTB 2.6 compliance for dynamic ad pod functionality. Dynamic ad pod bidding, standardized through OpenRTB 2.6 specifications, enables flexible advertisement configurations within streaming breaks. This means that not all dynamic ad pod slots carry equal value, with a 30-second impression opportunity providing significantly more advertiser value than a 6-second placement.
Publishers must provide accurate duration metadata within bid requests to enable precise measurement calculations. In line with this, multiple platforms have been implementing advanced pod bidding technologies throughout 2025, with streaming TV programmatic advertising gaining momentum.
Microsoft launched Premium Streaming campaigns targeting Netflix and other premium inventory in August 2025. Disney launched live streaming advertisement certification programs enabling real-time bidding for sports and entertainment content in January 2025. Netflix expanded programmatic capabilities across multiple demand-side platforms, announcing Amazon DSP integration scheduled for Q4 2025.
Wunderkind introduced programmatic Connected TV pause advertisements with QR code integration in July 2025. Adobe Advertising published its position on duration-based measurement for streaming TV advertising in 2023. The system measures fill rates using seconds of delivered content against total available inventory time, providing enhanced reports that offer actionable data for inventory assessment and campaign performance evaluation.
Index Exchange's duration-based measurement positions the company within the competitive streaming advertising technology landscape, offering a more accurate and standardised approach to measuring and reporting on streaming TV advertisements.
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