Ad Measurement 2022

The Start of a New Era Measuring Video

Executive Summary

Ad measurement plays a vital role in media planning, buying, and optimization. This year, there’s more competition in video measurement than ever before, and the industry will get closer to its goal of a cross-screen, cross-platform solution.


  1. Why are advertisers reassessing currencies and how are they changing?
  2. What challenges does the advertising industry face in adopting common currencies and standards to measure video ad performance?
  3. How will video ad measurement change in the next year?

WHAT’S IN THIS REPORT? We explore the state of ad measurement, focusing on opportunities and challenges in the video space as alternative currencies attempt to put stakes in the ground.

KEY STAT: No more than half of US advertisers are satisfied with their campaign measurement across media types, according to an April 2021 Advertiser Perceptions survey. Only 38% are satisfied with their digital video measurement solutions.

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21expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. A Game-Changing Opportunity in Video Ad Measurement
    4. Buyers, Sellers, and Everyone in Between All Have a Stake in Ad Measurement
    1. Currency vs. Measurement and the Challenges that Affect Them Both
    2. Upfronts and Beyond: Are New Tools Ready for the Show?
    3. Brands Need to Assert Themselves in the Video Measurement Debate
    4. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Kelly Abcarian
    Executive Vice President, Measurement and Impact
    Interviewed February 18, 2022
    Lee Beale
    Managing Partner
    Interviewed February 3, 2022
    Josh Chasin
    Chief Measurability Officer
    Interviewed February 7, 2022
    Moe Chughtai
    Global Head of Advanced TV
    Interviewed February 15, 2022
    Jane Clarke
    Coalition for Innovative Media Measurement (CIMM)
    Former CEO and Managing Director
    Interviewed February 18, 2022
    Stacy Daft
    General Manager, Commercial and Business Development
    Interviewed February 17, 2022
    Joanna Drews
    Co-Founder and CEO
    Interviewed February 23, 2022
    Augustine Fou
    Independent Ad Fraud Researcher
    Interviewed February 4, 2022
    Meghan Glenn
    Sales Director
    Interviewed February 15, 2022
    Shreya Gulati
    The Trade Desk
    Senior Director, Measurement Partnerships
    Interviewed February 4, 2022
    George Ivie
    Media Rating Council (MRC)
    CEO and Executive Director
    Interviewed February 18, 2022
    Eric John
    Interactive Advertising Bureau (IAB)
    Vice President, Media Center
    Interviewed February 14, 2022
    Tony Marlow
    Integral Ad Science (IAS)
    Interviewed February 3, 2022
    Libby Morgan
    Interactive Advertising Bureau (IAB)
    Senior Vice President and Chief Strategy Officer
    Interviewed February 14, 2022
    Sean Muller
    Founder and CEO
    Interviewed February 18, 2022
    Ikechi Okoronkwo
    Executive Director, Business Intelligence and Analytics
    Interviewed February 1, 2022
    Justin Rosen
    Senior Vice President, Data and Analytics
    Interviewed February 2, 2022
    Andrew Rosenman
    Smart AdServer
    Global Product Marketing Lead, CTV and Video
    Interviewed February 4, 2022
    David Schwarzberg
    Interviewed February 15, 2022
    Deirdre Thomas
    Managing Director, US Audience Measurement Business Development and Sales
    Interviewed March 9, 2022
    Nik Thompson
    Interviewed February 15, 2022

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    Evelyn Mitchell


    Ross Benes
    Senior Analyst
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst

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