V opens new smart TV ad measurement standard to the industry

V unveiled a free measurement and pricing framework for smart TV advertising at DisrupTV in London on Nov. 11, 2026. The company says the open standard could give linear and streaming TV one common currency, with Omdia citing measurement gaps as a reason inventory goes unsold.

Why it matters: - V is trying to replace separate TV advertising currencies for linear and streaming with one shared system. - The framework aims to make smart TV ad pricing easier to verify, which could reduce unsold inventory and improve trust in the market. - The model is open and free for the entire industry, not just for devices running V.

What happened: - V announced three connected advances at DisrupTV in London on Nov. 11, 2026. - The company introduced VIP, or Verified Inch Price, as a new way to price TV advertising by screen size. - V also introduced AI room pricing, which estimates whether a TV is in a living room, bedroom or other room. - V added a new label for the format: Smart Ads for Households. - V said any smart TV platform, broadcaster, streaming service, agency or brand can adopt the framework free of charge.

The details: - VIP uses the inch as the unit of TV advertising pricing. - The calculation starts with the average screen size in a market. - An independent third party sets the price for an ad to appear 1,000 times on TVs of that average size in households in that country. - V said it is in discussions with leading global accounting firms to take on that role. - The final step divides that price by the average screen size in inches to produce the VIP. - V said VDRP, VGRP and VTRP are derived from VIP. - V said those metrics give linear and streaming TV one shared language for the first time. - The AI room pricing model uses a few device-level data points to infer the room where a TV is located. - V said the room factors are simple: living room equals the average household size in that market, bedroom equals 2 people, and other room equals 1 person. - V said the model works at the household level and does not identify individual viewers. - V said its Technical Validation from Omdia found enhanced measurement precision compared with legacy systems such as GRP and CPM. - Omdia said more than a third of streaming ads available on TV sets typically go unsold, and it linked that gap to measurement issues and trust concerns rather than excess inventory. - V said the same approach can help content partners place promos and trailers in the right TV environment and context. - The full methodology and the Omdia Technical Validation are available on V's website. - Industry partners can contact sales@v-home.com to adopt the standard.

Between the lines: - V is making a bet that the market wants a single, open measurement standard more than another proprietary metric. - The pitch is as much about industry coordination as it is about technology, since the framework only works if advertisers, platforms and buyers accept it broadly. - Omdia’s comments suggest the biggest barrier may be trust in measurement, not a lack of available ad slots.

What's next: - V wants the broader industry to test, trust and ultimately adopt the framework. - The company is inviting competitors and partners to use the methodology and help improve it. - The next challenge is whether accounting firms, media buyers and TV platforms will align around one standard for pricing and planning.