What the measurement and currency discussion really means to TV advertisers

Ali Mack, head of TV and agency, Experian

Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. This committee hopes to develop multiple currencies and methods for cross-platform measurement solutions for streaming video.

With the proliferation of streaming platforms and the fragmentation of audiences, it’s in the best interest of these networks to offer the best technology and suite of services for agencies, advertisers and consumers who all have a stake in relevant, optimized ad outcomes.

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