Ad Measurement Trends H1 2023

The Industry Prepares for Its First True Multicurrency Upfront

Report by Evelyn Mitchell-Wolf  | Apr 11, 2023
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Table of Contents
Executive Summary
Linear and digital TV are converging, and measurement is still a major pain point.
The currency upheaval hits as the market closes in on the $100 billion ad spending milestone.
We’re still in the test-and-learn stage, and it’s unclear how many currencies the industry will ultimately support.
One thing is very clear: Panels aren’t dead.
Networks and measurement partnerships are shaping investment decisions.
Collaboration efforts have intensified with the formation of a JIC.
Marketers need to keep the pressure on sellers, despite progress.
DCRs are well on their way to becoming table stakes as the industry adjusts for privacy.
The DCR category is as fragmented as the video landscape, but interoperability is on the to-do list.
What should advertisers do to help establish the new status quo?
Glossary
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.
Topics
TV Advertising
United States
Table of Contents
Executive Summary
Linear and digital TV are converging, and measurement is still a major pain point.
The currency upheaval hits as the market closes in on the $100 billion ad spending milestone.
We’re still in the test-and-learn stage, and it’s unclear how many currencies the industry will ultimately support.
One thing is very clear: Panels aren’t dead.
Networks and measurement partnerships are shaping investment decisions.
Collaboration efforts have intensified with the formation of a JIC.
Marketers need to keep the pressure on sellers, despite progress.
DCRs are well on their way to becoming table stakes as the industry adjusts for privacy.
The DCR category is as fragmented as the video landscape, but interoperability is on the to-do list.
What should advertisers do to help establish the new status quo?
Glossary
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

It’s been a little over a year and a half since Nielsen’s accreditation from the Media Rating Council (MRC) was suspended, catalyzing a measurement upheaval in the video advertising market. This year, most major TV networks will support alternative currencies for upfront transactions. But are marketers ready to wade into unfamiliar territory as they tighten their belts amid economic uncertainty?

Key Question: What do marketers need to know about cross-platform video currencies ahead of this year’s upfronts?

Converged TV* Advertising Challenges According to US Marketers, Sep 2022 (% of respondents)
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KEY STAT: Fragmentation and measurement are among the topmost cited challenges US marketers face in the converged TV space, per a September 2022 survey conducted by PureSpectrum on behalf of Innovid.

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21expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Linear and digital TV are converging, and measurement is still a major pain point.
    3. The currency upheaval hits as the market closes in on the $100 billion ad spending milestone.
    4. We’re still in the test-and-learn stage, and it’s unclear how many currencies the industry will ultimately support.
    5. One thing is very clear: Panels aren’t dead.
    1. Networks and measurement partnerships are shaping investment decisions.
    2. Collaboration efforts have intensified with the formation of a JIC.
    3. Marketers need to keep the pressure on sellers, despite progress.
    4. DCRs are well on their way to becoming table stakes as the industry adjusts for privacy.
    5. The DCR category is as fragmented as the video landscape, but interoperability is on the to-do list.
    1. What should advertisers do to help establish the new status quo?
    2. Glossary
    3. Insider Intelligence Interviews
    4. Sources
    5. Media Gallery

    Charts in This Report

    Converged TV* Advertising Challenges According to US Marketers, Sep 2022 (% of respondents)US TV and Connected TV (CTV) Ad Spending, 2021-2027 (billions)
    Data Clean Rooms Usage by US B2B Data Decision-Makers, by Company Type, Nov 2022 (% of respondents)

    Interviewed for This Report

    Kelly Abcarian
    NBCUniversal
    Executive Vice President, Measurement and Impact
    Interviewed March 15, 2023
    Jackson Bazley
    Association of National Advertisers (ANA)
    Executive Vice President, Measurement for Marketers, Data and Analytics
    Interviewed March 3, 2023
    Josh Chasin
    VideoAmp
    Chief Measurability Officer
    Interviewed February 27, 2023
    Moe Chughtai
    MiQ
    Global Head of Advanced TV
    Interviewed March 2, 2023
    Allyson Dietz
    TransUnion
    Senior Director, Product Marketing
    Interviewed March 7, 2023
    Dan Elddine
    The Trade Desk
    General Manager, CTV Data Partnerships
    Interviewed March 8, 2023
    Angelina Eng
    Interactive Advertising Bureau (IAB)
    Vice President, Measurement, Addressability and Data Center
    Interviewed February 16, 2023
    Field Garthwaite
    Iris.TV
    CEO and Co-Founder
    Interviewed February 23, 2023
    Carol Hinnant
    Comscore Inc.
    Chief Revenue Officer
    Interviewed March 17, 2023
    George Ivie
    Media Rating Council (MRC)
    CEO and Executive Director
    Interviewed March 9, 2023
    Eric John
    Interactive Advertising Bureau (IAB)
    Vice President, Media Center
    Interviewed February 14, 2023
    Dana McGraw
    Disney Advertising
    Senior Vice President, Audience Modeling and Data Science
    Interviewed March 9, 2023
    Sean Muller
    iSpot.tv
    Founder and CEO
    Interviewed February 18, 2023
    Will Offeman
    WideOrbit
    Chief Product Officer
    Interviewed February 3, 2023
    Bharad Ramesh
    GroupM
    Executive Director, Research and Investment Analytics
    Interviewed March 7, 2023
    Samantha Rose
    Horizon Media
    Executive Vice President, Strategic Investment Lead
    Interviewed March 3, 2023
    Nicole Scaglione
    PubMatic
    Global Vice President, OTT and CTV Business
    Interviewed March 7, 2023
    Ben Vandegrift
    VAB
    Vice President, Measurement Solutions
    Interviewed March 8, 2023
    Jon Watts
    Managing Director
    Coalition for Innovative Media Measurement (CIMM)
    Interviewed March 7, 2023
    David Wiesenfeld
    TransUnion
    Lead Strategist, Media and Entertainment
    Interviewed March 7, 2023
    Pam Zucker
    Interactive Advertising Bureau (IAB)
    Chief Strategy Officer
    Interviewed February 16, 2023

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    Download
    Report
    Deck
    The One-Pager
    Share
    Table of Contents
    Executive Summary
    Linear and digital TV are converging, and measurement is still a major pain point.
    The currency upheaval hits as the market closes in on the $100 billion ad spending milestone.
    We’re still in the test-and-learn stage, and it’s unclear how many currencies the industry will ultimately support.
    One thing is very clear: Panels aren’t dead.
    Networks and measurement partnerships are shaping investment decisions.
    Collaboration efforts have intensified with the formation of a JIC.
    Marketers need to keep the pressure on sellers, despite progress.
    DCRs are well on their way to becoming table stakes as the industry adjusts for privacy.
    The DCR category is as fragmented as the video landscape, but interoperability is on the to-do list.
    What should advertisers do to help establish the new status quo?
    Glossary
    Insider Intelligence Interviews
    Sources
    Media Gallery
    About This Report
    As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.
    Topics
    TV Advertising
    United States
    Table of Contents
    Executive Summary
    Linear and digital TV are converging, and measurement is still a major pain point.
    The currency upheaval hits as the market closes in on the $100 billion ad spending milestone.
    We’re still in the test-and-learn stage, and it’s unclear how many currencies the industry will ultimately support.
    One thing is very clear: Panels aren’t dead.
    Networks and measurement partnerships are shaping investment decisions.
    Collaboration efforts have intensified with the formation of a JIC.
    Marketers need to keep the pressure on sellers, despite progress.
    DCRs are well on their way to becoming table stakes as the industry adjusts for privacy.
    The DCR category is as fragmented as the video landscape, but interoperability is on the to-do list.
    What should advertisers do to help establish the new status quo?
    Glossary
    Insider Intelligence Interviews
    Sources
    Media Gallery
    Download PDF

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Jennifer Jhun
    Research Director, International and Special Projects
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst
    Max Willens
    Senior Analyst