Measurement is still frequently listed as a significant obstacle in CTV, and there’s still plenty of work to be done in order to bring CTV measurement to where buyers want it to be.
But the industry is making progress says William Jones, Senior Director of Advanced TV and Omnichannel Activation at Adform. Thanks to initiatives to measure deduplicated reach and frequency across CTV; innovate solutions based on IP addresses, geo, and device ID; and efforts to layer new metrics on to campaigns, Jones says measurement isn’t as much of a headache as it was two years ago.
In this interview, Jones discusses CTV measurement’s path to standardisation, and also outlines where he’s seeing money moving into CTV. Filmed at New Video Frontiers 2025 in London.
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