Measurement

MMM can tell marketers what worked, but Lifesight’s open-sourced forecasting tool aims to tell them what to do next.

Just in time for new TV programming to hit the screens in September, Nielsen is rolling out a few upgrades to its video measurement currency that will go live by the end of August

Wanna chat with your marketing mix model? Well, open-source tools and AI agents are making that possible.

Can a verifier stay independent when it joins a measurement giant? Nielsen’s Karthik Rao makes the case for its DoubleVerify deal.

On Thursday, Nielsen entered into a definitive agreement to acquire DoubleVerify in an all cash transaction valued at approximately $2.15 billion.

What does it take to sell “media quality” in 2026, when AI is making the content and placing the ads? That’s what new IAS CEO Lidiane Jones has to figure out.

ROAS who? Martinelli’s is testing how crisp its retail media spend really is by using a new metric called incremental ROAS.

Media measurement provider Measured launched an MCP integration that allows brands to ask ChatGPT, Claude, Gemini and other AI platforms how their media is performing.

Google is launching Meridian Studio, an enterprise version of its Meridian media mix modeling platform and an updated open-source version of its GeoX tool for measuring incrementality across geos. 

Nielsen announced a new outcomes-based measurement capability called Predictive Sales Lift. The feature is designed to help media buyers predict sales lift and incremental revenue for video ad campaigns they run via the company’s comprehensive measurement platform, Nielsen One Ads.

Behind its edgy marketing, Liquid Death faces a familiar CPG problem: Most sales happen at the register, where media measurement goes to die.

There’s MMM and MTA, but no single ad measurement works for brands with multiple points of sale. On Tuesday, Northbeam launched an incrementality tool to complete what it calls “the trifecta of digital attribution.”

Sonia Chung, Boathouse’s new CSO, wants to help the agency (and the industry at large) take full advantage of its data.

Inside how Jones Road Beauty is trying to turn messy, conflicting measurement signals into a single testing roadmap for its media mix.

Smartly is acquiring INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking.

Mike Finnerty is leaving TransUnion to become Mutinex’s US president and lead the company’s expansion stateside.

On Wednesday, and in time for the upfronts, Nielsen added more than 200 advanced audience segments in Nielsen ONE, its cross-platform analytics dashboard.

The IAB unveiled its Project Eidos on Monday, a new program uniting its numerous measurement initiatives under one banner.

A jury in California awarded $18.3 million to video measurement firm iSpot to resolve its lawsuit against EDO, a measurement company co-founded by actor Ed Norton.

A few years ago, “data clean rooms” were all the ad tech trades could talk about. Fast-forward to 2026, and maybe advertisers don’t need to know what a data clean room is after all.

Meta says “trust the machine” – but marketers are finding out that automated ad platforms, including Advantage+, don’t always know best.

CleanTap claims that 100% of the invalid traffic it spoofed was accepted into live auctions run by programmatic platforms and was successfully bid on by advertisers.

The Marketing Efficiency Ratio (MER) is a data-driven advertising metric that’s been around for many years but is now reaching mainstream, or to some at least, revered status.

There’s no way around using an assortment of measurement methodologies, says Owen Bickford, the paid performance media director at Alaska Airlines. “I don’t think they can work in a vacuum.”

Angelina Eng, a 30-year industry veteran who serves as the IAB’s vice president of measurement, addressability and data center, has been swimming in the ocean of digital advertising from the very beginning.

Over the past 13 years, Allie Lichtenberg has seen many different facets of the ad tech industry. In advance of her presentation, “The New Measurement Fundamentals,” AdExchanger sat down with Lichtenberg to ask what she thinks the larger ad tech world needs to understand about measurement.

On Wednesday, AD-ID announced a partnership with Comcast Technology Solutions (CTS), a division of Comcast Cable that develops buying and planning products for advertisers.

Contextual intelligence platform Precise TV is hoping to make it easier for kid-focused brands to reach their target audiences without compromising on privacy.

More than 100 years after its founding, the Association of National Advertisers (ANA) finally has its own product to advertise. Sort of.

Ad buyers agree that Nielsen’s decision to pivot from panel-only ratings is a step in the right direction for TV ad measurement. But some also suggest it may be too late for Nielsen to recover the ground it ceded to competitors.