As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.
Another year of currency chaos is in the books. With the legacy option still in play, the converged TV market continues to rely heavily on outdated measurement methodology. But there are signs of progress.
Key Question: How has linear and streaming TV ad measurement progressed in the past year, and which currency provider is favored to prevail this upfront season?
Key Stat: The share of advertisers who are very interested in non-legacy TV currencies hasn’t budged since the 2023 upfronts. Any new interest is from advertisers who still need to learn more before committing.
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Table of Contents
Executive Summary
The converged TV measurement revolution stalls for another year
Nielsen will be the primary currency provider for the 2024 upfronts
The market favors audience data despite privacy implications
Associate Director and Senior Vice President, Digital Research and Standards
Interviewed March 20, 2024
Nicole Scaglione
PubMatic
Global Vice President, CTV/OTT and Online Video
Interviewed March 18, 2024
Amol Waishampayan
fullthrottle.ai
Chief Product Officer
Interviewed February 29, 2024
Jon Watts
Coalition for Innovative Media Measurement (CIMM)
Managing Director
Interviewed March 15, 2024
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