Prime Video to Join Barb's CFlight

UK video ad currency body Barb is adding Prime Video to its post-campaign evaluation using the CFlight methodology in its Ads Hub - Amazon is the first streamer to join.

Barb says development work for the integration is already underway and the data is expected to flow through the Barb Ads Hub from next year, alongside linear and BVOD campaigns. Prime Video has been part of Barb's pre-campaign planner since June 2024, with Netflix and discovery+ joining in September 2024 and Disney+ following in March 2025. Barb also reports daily estimates of the number of UK households signed up for the major streamers' ad tiers.

Barb Director of Partnerships and Communications Luca Vannini comments: 'Our renewed vision is focused on closing the gaps in what we measure to build a more comprehensive picture of what people watch. Bringing Prime Video into post-campaign evaluation is an important first step in delivering on that ambition. By combining Prime Video's first-party signals with the demographic richness of Barb's panel data, we can help the industry assess campaign performance across streaming services alongside linear and BVOD. We look forward to adding the other streaming services in due course.'

Phil Christer (pictured), MD of Amazon Ads UK, comments: 'We want to make advertising easier and more effective for brands, so we're excited that Prime Video will be the first streaming service to join CFlight. It will give advertisers trusted measurement in a currency that the industry already uses, as well as providing greater transparency when planning and measuring campaigns across streaming and linear TV.'

Barb Ads Hub, which was built and is run by RSMB, is free to access by buyers and sellers of UK TV advertising as part of their existing Barb licences.

Barb is online at www.barb.co.uk .