Measurement

Comscore’s new AI-based initiative allows data providers to convert ID-based datasets into ID-free audience segments, helping advertisers target audiences with improved accuracy and privacy.

Television advertising has undergone a remarkable transformation in recent years, with connected TV (CTV) emerging as a powerful channel for marketers seeking the impact of traditional television with the precision of digital targeting.

OpenX filed a lawsuit against Google over its anticompetitive practices. And HyphaMetrics claimed victory against Nielsen in court over a patent lawsuit.

Late last week, a federal jury in Delaware found in favor of HyphaMetrics, a measurement startup Nielsen was suing for allegedly infringing on two of its patents.

Change can be bumpy. From The Trade Desk’s Solimar-to-Kokai transition to Nielsen’s transition to its Big Data + Panel offering, we go inside customers’ challenges with these two transforming platforms.

Now that upfront negotiations are almost over, the industry appears to have settled back into its default position of being mad at Nielsen – which is likely good news for its currency competitors, but not so great for everyone else in the meantime.

DCG’s new tool analyzes the given moment – culturally, politically and economically – to understand how to best target its audience.

With over $200 billion in programmatic spending on the table next year, maximizing yield is the name of the game for publishers in 2026. Capturing that opportunity demands maximum optionality across demand paths and signals. And with AI reshaping the landscape (referrals from ChatGPT to news publishers saw a 25x increase from the first half of 2024 to the first half of 2025, while traditional search traffic heads in the other direction) it is more important than ever for publishers to optimize their monetizable inventory.

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.

Netflix cracks Nielsen’s top 3 channels, but YouTube is still tops; CTV is maturing as a marketing channel, but it comes with zits; and Google rolls out another core update for search.