Historically, the technology used to deliver TV programming and advertising to viewers has evolved much faster than the ability to measure it.
Now, as CTV and streaming explode, there’s an opportunity for measurement to get ahead, establishing future-proof currencies for today’s multiformat reality.
Yes, “currencies.” Plural.
The single-currency model leaning on program ratings as a proxy for ad measurement is rapidly losing its value. Today, brands have more sophisticated means to measure the effectiveness of TV advertising than simple GRP guesstimates that triangulate how many people might have seen an ad on linear. The industry has matured to measure reach, frequency, impact and advanced audiences across platforms with greater precision through innovations in ad cataloging, ad verification and addressability.
