FRANKFURT AM MAIN / LONDON (IT BOLTWISE) – In a significant development for the streaming industry, Prime Video will be integrated into AGF’s certified measurement system. This partnership marks a milestone in audience research and creates new standards for streaming services and advertising.
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The integration of Prime Video into AGF Videoforschung’s measurement system represents significant progress in audience research. This development enables a large international streaming provider to undergo standardized and comparable measurement for the first time. The AGF, based in Frankfurt am Main, has described this partnership as a ‘milestone’ as it is the first of its kind in the world.
The integration of Prime Video into the AGF statistics takes place via innovative server-to-server technology, which enables active measurement of viewer numbers. This technology ensures that Prime Video ad-supported content data will be included in measurements starting in November. This is particularly important because streaming services have often used their own methods for measuring reach, which made comparison difficult.
In contrast to established methods in linear television, which have long been used to determine viewer numbers and market shares, streaming services have so far been sidelined. The new cooperation between AGF and Prime Video now creates transparency and comparability, which is particularly important for potential advertising partners who rely on reliable measurements.
Kerstin Niederauer- Kopf, chairwoman of the AGF management, emphasized the importance of this collaboration. She sees this as a strong sign of trust, cooperation and standardization, as even large global players are willing to adapt to local market conditions. This development could increase pressure on other streaming services to also adapt to standardized measurement systems.
The introduction of these measurement standards could have a far-reaching impact on the advertising industry by enabling more precise targeting. This is particularly relevant given the growing supply of ad-supported services, which continues to expand following a pandemic-induced boom. The AGF is setting a new standard that could have a significant impact on the future of audience research.
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