Measurement

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

Ever since 2020, TV upfront rates have declined; inconsistent metrics mean inaccurate results; plus, Roblox is touting its strong hold on its viewers’ (er, gamers’) attention.

At NewFronts, marketers weigh new budget priorities under the Trump tariffs; The New York Times isn’t letting tariffs temper its 2025 outlook; and video podcasting is taking over CTV.

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.

Ad-supported television made up 72% of all TV viewing in the first quarter of 2025, according to Nielsen’s newly announced Ad-Supported Gauge.

Transparency has become the currency of credibility in advertising. Larger holding companies and black box AI platforms must recognize that their opaque practices are no longer sustainable.

Incrementality measurement may be a sound methodology, but online ad platforms are not really bringing a steady river of new-to-brand customers with their incrementality-based solutions.

The Brand Safety Institute is expanding its publisher transparency initiative to include new media quality assessments, including data compliance.

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.

At VideoAmp’s “Vampfront” presentation on Tuesday, I couldn’t help but be reminded of my favorite pop culture vampire stories (in a good way).

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

No punches pulled in another Senate hearing on Big Tech’s excesses; Nielsen’s lawsuits accusing competitors of IP infringement keep getting dismissed; and investors grow wary of Reddit’s closeness to Google.

To zero in on premium inventory, The Trade Desk is analyzing metadata signals about ad placements and pushing adoption of its alternative ID. It’s also betting the farm on CTV.

The Brand Safety Institute released a new tool that lets publishers check whether their site domains have been flagged as MFA by third-party verification vendors.

TVs are officially the most popular device for watching YouTube; Google’s lead generation comes under fire; Temu tests a “half custody” distribution model to counter import tariffs.

The Google Chrome team is getting closer to deciding on its cookie consent mechanism. And  Paramount resolves its four-month standoff with Nielsen, as the mechanics behind currency change forever.

The industry’s sharpest minds claim we are entering the Outcomes Era of digital advertising. But we have been in the Outcomes Era for over a decade. It is high time to embrace the Quality Era, instead.

Paramount and Nielsen have ended their measurement standoff. Plus, a new survey says digital ads now cost more and convert less.

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.

There are a lot more self-serve CTV buying options out there than there used to be, but that doesn’t mean managed service providers are going away.

Meta and Mozilla’s new browser-based attribution system for web ads appears to solve an interesting math problem. But if applied to real-world advertising, it will increase privacy risks for users, writes Raptive’s Don Marti.

Things aren’t going well for Hollywood. Plus, Nielsen is finally ripping off the Band-Aid.

Nielsen earns MRC accreditation for its Big Data + Panel measurement solution, which includes its legacy panels and bigger data sets.

Multiple criminal rings around the world are orchestrating surgical phishing scams that target ad industry media buyers. Specifically, fraudsters are duping ad buyers who log in to Google Ads after running a Google Search.

Comscore has a new video measurement tool to help publishers and content owners monetize their IP with a better understanding of media consumption patterns – not just ad performance.

Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That’s why Duolingo makes organic marketing a top priority.

TV sales consortium Ampersand’s new measurement platform combines streaming and traditional TV data to give buyers a better idea of incremental reach and frequency.

Nielsen’s Matt Devitt, head of advertisers and agencies, discusses the biggest changes in how advertisers and agencies are buying TV.

On Monday, Givsly, which calls itself a responsible ad platform, launched “values-based audience” segments built using data sourced from nonprofits.