Observed Signal · May 13, 2026 · Partnership · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
Rakuten TV Joins Barb, Urges Other Streamers to Follow
Rakuten TV has signed up to be measured by Barb, becoming described as “one of the first hybrid streaming platforms” to join the UK broadcaster-owned TV measurement joint industry committee (JIC). In an interview filmed at New Video Frontiers in London, Chris Edwards, Senior Director, Media at Rakuten TV Enterprise, explained the company’s rationale for joining Barb, highlighted early insights from the JIC and said Rakuten TV hopes other CTV-first players will adopt the same measurement standard. Edwards also discussed the importance of transparency in CTV measurement and the role of agentic AI in the industry. The story was reported by VideoWeek on 2026-05-13.
Rakuten TV joining Barb advances standardized measurement for hybrid CTV/streaming in the UK and may encourage other CTV-first platforms to adopt comparable measurement, improving transparency for advertisers and planners.
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Key Takeaways & Evidence Grounding
- Rakuten TV signed up to be measured by Barb (the UK broadcaster-owned TV measurement JIC).
- Rakuten TV is described as “one of the first hybrid streaming platforms” to join Barb.
- Chris Edwards, Senior Director, Media at Rakuten TV Enterprise, spoke about the rationale and insights in an interview.
- The interview was filmed at New Video Frontiers in London and published by VideoWeek on 2026-05-13.
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Rakuten TV Joins Barb Measurement
Rakuten TV Enterprise, the B2B arm of Rakuten TV (part of Rakuten Group), has signed up to be independently measured by Barb (Barb Audiences), the UK joint-industry audience measurement body. Effective immediately, Barb’s hybrid methodology will cover Rakuten’s UK ad-supported VOD inventory and FAST channels, allowing advertisers to compare its reach against broadcasters and major streamers using a recognised Joint Industry Currency. Initial Barb measurement (W2–5 2026) shows Rakuten TV reached roughly 2 million UK individuals and delivered meaningful incremental audiences: 54.6% of its viewers did not appear on other Barb-measured FAST platforms, and 11% did not watch major public-service broadcasters in the same period (rising to 27% of 16–24s). Rakuten TV said the move improves transparency and advertiser confidence in FAST/CTV buying; Stuart Keith (VP Global Ad Strategy & Partnerships) framed the signing as aligning measurement language across the industry.
Amazon Ads Rebrands DSP to DVA, Launches Agentic Assistant
At its unBoxed event in San Francisco on September 29, 2026, Amazon Ads announced a major overhaul, renaming its DSP to DVA (Display, Video, and Audio) and merging the console into 'The Amazon Ads Agent.' This AI-powered platform simplifies campaign setup with DVA+ (including Performance Plus and Brand Plus) and Full-Funnel Campaigns, unifying Sponsored Display, Sponsored TV, and programmatic buying. The Agent offers natural language targeting, analytics, and AI guidance, with US tests showing a 25% increase in unique customers and over 10% lower cost per impression. Rollout continues in coming months, including Germany. In other industry news, Goalhanger is bringing ad sales in-house, a US judge allowed $3.2B damages suit against Google, IAB Europe finalized CTV standards, Apple's iOS 27 blocked The Trade Desk on Safari, and Dailymotion, Google DV360, and GVTLabs launched new products. Meanwhile, Walt Disney is planning a major restructuring of its television operations, shifting focus from legacy cable and broadcast channels toward streaming-centered organization, led by Debra O'Connell, chairman of Disney Entertainment Television. The plan consolidates divisions like ABC Entertainment, 20th Television, Hulu Originals, and aims to reduce duplicated roles and align budgets with streaming metrics, following declining affiliate fees and cord-cutting. Hundreds of layoffs are expected, with further cuts in legal, HR, and tech departments, reflecting an industry-wide trend toward streaming-first strategies.
Unfiltered Media podcast interview with Caroline Davey and Luca Vannini
Barb's COO Caroline Davey and Luca Vannini are featured in an Unfiltered Media podcast interview, discussing the future of JICs and streamers.
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