GroupM and iSpot are running phase two of the study which has not yet been released.

The IAB Tech Lab, meanwhile, has new tech for publishers to implement, like a “TV off” feature and a “Are you still watching” signal via its open measurement SDK. So far, the tech is available for tvOS and Android TV-based devices, and the trade body will add support for Samsung and LG TVs later this year, said Shailley Singh, COO & EVP of product.

“Not everyone has adopted [the IAB spec] yet,” the first buyer said. “Once it’s included, it might help measurement partners dive into this data better. But still, if it doesn’t make it to [real-time bidding], we can’t block it.”