When adtech platforms and TV buyers evaluate Automatic Content Recognition (ACR) data or device-level targeting, they typically rely on data feeds from a single smart TV OEM or streaming device. However, newly released data from the ARF DASH TV Universe Study reveal “a major flaw” in this approach: intra-household fragmentation.
That’s the key takeaway from the report “TV Deconstructed: Behind Closed Doors,” which concludes that TV measurement isn’t just fragmenting across apps and platforms, but also across the hallway.
As the Advertising Research Foundation notes, Single-OEM or single-device data strategies are missing a massive chunk of late-night and prime-time streaming viewing happening in the bedroom.
