Observed Signal · May 20, 2026 · Technical Release · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
On Device: Better Measurement to Compete with Walled Gardens
On Device, a measurement firm, argues that TV and CTV companies must move beyond 'box‑ticking' measurement toward robust, transparent systems to compete with walled gardens. The company has developed passive exposure-tracking technology within a consumer-facing app that identifies real exposed and control users, verifies respondent identity (including facial-recognition checks against photo ID), and balances samples by prior brand relationship to reduce bias. On Device also launched APIs that link survey responses to ad impressions, enabling granular analysis by placement, program and time of day. Co-founder Alistair Hill says this approach enables reliable brand-lift measurement and long-term brand growth insights, making CTV more competitive with self-contained platforms that reuse campaign data for targeting and optimisation.
Improved, transparent measurement and APIs strengthen publishers' ability to build first-party data assets and optimise CTV campaigns, helping them compete with major walled gardens—material for measurement and CTV stakeholders but not a platform-level policy or industry-shifting change.
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Key Takeaways & Evidence Grounding
- On Device developed passive technology that tracks consumer exposure to ads via a consumer-facing app rather than relying on survey memory.
- The company uses identity-verification methods (including holding up a driver’s licence with facial-recognition matching) to reduce survey fraud.
- On Device balances control and exposed groups by matching prior brand relationships to remove sample bias.
- On Device launched APIs that link survey responses to ad impressions for granular insights by placement, TV show and time of day.
- Alistair Hill (Co-Founder at On Device) framed improved measurement as necessary for CTV publishers to compete with walled gardens.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
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