The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.
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.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
Why are advertisers reassessing currencies and how are they changing?
What challenges does the advertising industry face in adopting common currencies and standards to measure video ad performance?
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.
Here’s what’s in the full report
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21expert perspectives
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Table of Contents
Executive Summary
Key Points
A Game-Changing Opportunity in Video Ad Measurement
Buyers, Sellers, and Everyone in Between All Have a Stake in Ad Measurement
Currency vs. Measurement and the Challenges that Affect Them Both
Upfronts and Beyond: Are New Tools Ready for the Show?
Brands Need to Assert Themselves in the Video Measurement Debate
General Manager, Commercial and Business Development
Interviewed February 17, 2022
Joanna Drews
HyphaMetrics
Co-Founder and CEO
Interviewed February 23, 2022
Augustine Fou
Independent Ad Fraud Researcher
Interviewed February 4, 2022
Meghan Glenn
Flowcode
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)
CMO
Interviewed February 3, 2022
Libby Morgan
Interactive Advertising Bureau (IAB)
Senior Vice President and Chief Strategy Officer
Interviewed February 14, 2022
Sean Muller
iSpot.tv
Founder and CEO
Interviewed February 18, 2022
Ikechi Okoronkwo
Mindshare
Executive Director, Business Intelligence and Analytics
Interviewed February 1, 2022
Justin Rosen
Ampersand
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
Flowcode
Strategy
Interviewed February 15, 2022
Deirdre Thomas
Nielsen
Managing Director, US Audience Measurement Business Development and Sales
Interviewed March 9, 2022
Nik Thompson
Flowcode
Marketing
Interviewed February 15, 2022
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