Observed Signal · Jun 11, 2026 · Interview · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
C-Flight and Origin Could Unite Video Reach
In a Buy-Side View interview, Samantha Doughty, AV Investment Director at Zenith, argues that reach and frequency remain the primary metrics for video and CTV advertising, while measurement across the fragmented video ecosystem still lacks consistency. She urges the industry to treat AV/video as a connected media solution rather than separate silos (BVOD, SVOD, FAST, linear). Doughty highlights projects such as C-Flight and Origin as efforts to connect reach measurement across video environments, calling that integration a “massive step forward.” She cites Publicis’s PMX Lift as a key ad tech solution that unifies supplier access and overlays identity data to manage reach and frequency. The piece also encourages clearer industry language and stronger broadcaster marketing.
Efforts to connect reach measurement and overlay identity across CTV/streaming (C-Flight, Origin, identity overlays like PMX Lift) address a core industry challenge—cross-platform reach and frequency—which materially improves planning, measurement and media buying but is not yet a completed industry standard.
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Key Takeaways & Evidence Grounding
- Samantha Doughty is AV Investment Director at Zenith and spoke to VideoWeek on June 11, 2026.
- Doughty says reach and frequency are the most important metrics in video and CTV advertising.
- She states the industry lacks consistent connected measurement across BVOD, SVOD, FAST and linear TV.
- Projects C-Flight and Origin are working to connect reach measurement across video environments.
- PMX Lift (a Publicis proprietary product) provides single access to BVOD/ASVOD suppliers and overlays connected identity data to manage reach and frequency.
Connected Companies & Entities
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CTV Consolidation Hits a Measurement Crossroads
Alex Yip, Director of Product Strategy at AppsFlyer, argues that consolidation across the Connected TV (CTV) ecosystem is driven by companies seeking control of four capabilities — the screen, the pipes, the checkout and measurement — but that measurement behaves differently. While screens, supply/pipes and checkout data gain value from ownership, measurement gains value from neutrality, interoperability and cross-platform visibility. Recent M&A activity (e.g., Fox/Roku, Walmart/Vizio/Vibe, Mediaocean/Innovid, DoubleVerify/Rockerbox, iSpot/605) shows companies assembling parts of the CTV stack, but measurement largely consolidates within its own layer even as platforms try to internalize it. The tension between closed-loop platform measurement and advertisers’ demand for independent, omnichannel measurement is the central unresolved issue in this consolidation cycle.
Viant-TVision Deal Fuels Call for Unified CTV Measurement
An ADWEEK House Possible panel co-hosted with Viant explored measurement, transparency and buying practices in Connected TV (CTV). Viant’s Chris Vanderhook said marketers want a unified, independent CTV measurement system and noted Viant recently acquired TVision, a company that uses cameras and eye-tracking to measure in-room audience counts and attention. Panelists including TVision CEO Yan Liu, agency and brand leaders from Spark Foundry, Marriott International, Molson Coors and Chobani discussed inventory transparency, the need for clearer supply data in programmatic buys and the continuing importance of creative to capture distracted viewers. The discussion highlighted app- and show-level placement opacity and urged both buyers and publishers to improve supply transparency to scale CTV effectively.
Unifying Video Ads: Strategies for a Fragmented Landscape
Video advertising is increasingly fragmented across linear TV, Connected TV streaming, social video, digital signage, and cinema programmatic spots. Ahead of ADZINE CONNECT VIDEO, the piece explores moving from channel-centric planning to holistic, user-focused strategies that integrate each format's strengths while offsetting weaknesses through cross-channel coordination. Publicis Media's Robert Buendge advocates a holistic approach that links channels to reflect user behavior across devices. Carat Deutschland's Christopher Przyborowski emphasizes planning along the full customer journey with the user at the center. Britta Brumbach of Unbound Media notes linear TV's continued reach alongside digital formats driving consideration and conversion. Omnicom Media Group Germany's Thorsten Decker cautions against relying on a single KPI like net reach due to fragmentation. The article covers data integration from AGF, ACR-based tech (Samsung, SambaTV), All Eyes on Screens, Telekom, and Nielsen/Audience Project for deduplicated reach, plus Data Clean Rooms for privacy, arguing for a single source of truth and common standards; automation requires standardized metrics to avoid chaos.
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