Measurement

Incubeta announced its acquisition of RocketSource, a consultancy that helps advertisers understand what drives customer behavior using data science and predictive analytics.

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.

Over the past few years, sell-side curation has gained popularity as a way for advertisers to target high-quality publishers. Companies like OpenX are expanding their toolkits to support advertisers as well as publishers.

Comscore, iSpot and VideoAmp all reaffirmed last year’s full certification and currency-grade readiness, according to the broadcaster-backed joint industry committee (JIC)’s mid-term audit released Thursday.

AI Overviews makes dodgy product recommendations because it scrapes marketing copy; discrepancies in TV ratings hamper upfronts negotiations; and why mar tech companies are building software fortresses.

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.”

Ron Jacobson took the classic programmatic startup route. Which is to say, he pivoted randomly from a software job at a bank (well, the New York Fed), landed at an ad tech company and later founded his own ad tech startup before getting acquired by yet another ad tech company.

A recent Google DV360 Help Center update had some advertisers panicking that invalid impressions served through Google’s ad platform would soon double. But now Google says that’s not really the case.

In a media landscape that’s more fragmented than ever, brands face mounting pressure to prove ROI and outmaneuver competitors, especially as budgets tighten. Nielsen’s Matt Devitt breaks down how marketers can gain a competitive edge by leveraging accurate, comparable data across channels and understanding their share of voice in the broader market. He also tackles […]

With a growing array of platforms and channels competing for consumer attention, advertisers have been increasingly looking for ways to understand which ads and placements drive engagement and sales – not just engagement and sales that would have happened anyway but true incrementality.

What’s holding back progress in cross-media measurement?  Akhil Parekh, Chief Product Officer at Nielsen, explains what needs to shift to make it a reality.

How do advertisers measure success in a market they can’t fully see? At Cannes Lions 2025, Sarah Sluis with AdExchanger and AdMonsters sits down with Matt Devitt, SVP, Head of Advertisers and Agencies at Nielsen, to explore how advertisers can benchmark performance against competitors in today’s fragmented, AI-driven media landscape. From unlocking competitive intelligence with […]

As premium game prices skyrocket and paid subscriptions and cloud-based gaming services take off, marketers sense a chance to defray rising costs with ad revenue – perhaps dispelling some doubts about the value of more ads in games.

To fill digital audio’s viewability gap – or audibility gap – audio-focused DSP Audiohook is launching a new podcast measurement panel.

Marketers having to justify their budgets is nothing new, but macroeconomic anxiety is making the stakes feel higher.

Can the IAB Tech Lab’s Trusted Server initiative really help restore publishers’ ownership of monetization and wrestle back control from Big Tech and walled gardens?

The alternative currency bucket could use a rebrand. That referential and somewhat deferential phraseology – a reference to Nielsen – drives Peter Liguori, VideoAmp’s executive chairman, a little nuts. It stems, he argues, from the “absurd notion” that the TV industry “has almost 100% of its eggs in one basket.”

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.

Recorded live on the Programmatic IO stage in Las Vegas, the editorial team recaps the trends that dominated our conference: marketers adopting AI and finding truth through measurement.

No one needs reminding that a recession sharpens the knife on every budget line. Yet the 2025 slowdown is arriving just as media trading itself is mutating.

Google’s DV360 adding attention as optimization signal could finally help wean buyers and platforms off bidding on ad inventory based on viewability.