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.
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?
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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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?
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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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.