This week, Rakuten TV announced it has signed up to be measured by Barb, becoming “one of the first hybrid streaming platforms” to join the UK’s broadcaster-owned TV measurement JIC (joint industry committee).
In this interview, Chris Edwards, Senior Director, Media at Rakuten TV Enterprise, breaks down the rationale behind signing up to Barb, the insights the JIC has surfaced so far, and the company’s aims for the partnership.
“We think it can prove successful and hopefully ensure that all other CTV-first players can be doing the same,” says Edwards.
He also examines the importance of transparency to CTV, and the role of agentic AI in the industry. Filmed at New Video Frontiers in London.
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