V proposes screen-size advertising currency for smart TVs
November 12, 2026 12.25 Europe/London By Julian Clover


Smart TV platform V has proposed a new advertising measurement and pricing framework that uses screen size and estimated household viewing to provide a common basis for trading linear and streaming TV advertising.

Announced at DisrupTV in London, the methodology is being made available free of charge to broadcasters, streaming services, agencies and competing smart TV platforms.

At its centre is Verified Inch Price (VIP). The calculation starts with the average television screen size in a market and an independently established price for 1,000 advertising appearances on televisions of that size. Dividing the price by the average screen size produces a price per inch.

V says it is discussing the independent pricing role with leading global accounting firms. Its proposed device rating, reach and targeted reach metrics would also be derived from VIP.

The framework combines this with AI modelling that uses device data to estimate whether a television is in a living room, bedroom or another room. Each category is assigned an audience factor: the market’s average household size for a living room, two people for a bedroom and one for other rooms.

These are modelled audience assumptions rather than counts of people actually watching. V says the system operates at household level and does not identify individual viewers.

The company is positioning the approach as a way to make advertising prices better reflect the screen and viewing environment. Its accompanying “Smart Ads for Households” proposition also envisages using the model to select advertising, promotions and trailers.

“We invite the industry to use it, test it, and improve it with us,” said Guy Edri, CEO of V.

Omdia has produced a technical validation of the framework. Maria Rua Aguete, its Head of Media & Entertainment, described the proposal as an interesting step towards greater consistency between linear and streaming measurement.

“The real opportunity is not simply to introduce another metric, but to create a framework that the wider industry can test, trust and ultimately adopt,” she said.

The announcement sets out a proposed industry currency rather than an established trading standard. V has not named broadcasters, agencies or rival platforms that have committed to adopting it.