"The buying season coming up is probably as nervous a market as we have ever seen,'' a top media buyer told "The New York Times," citing a big shift in Nielsen's ratings methodology. The exec, DMB&B media chief Michael Moore, said that 39 years ago heading into the 1987-88 upfront media-buying season, but the sentiment is the same today.

CIMM's and the 4A's "Paradox of Plenty" report isn't one of them, though it does contain interesting findings about what advertisers value most from media measurement suppliers.

Information asymmetry has been the cornerstone of brand value, enabling marketers to both sell more and sell for more. AI changes that.