The study is expected to presume the marketplace will consolidate from a multitude of contenders to two recognized ad "currencies," which is consistent with the history of the ad industry.
ANA-owned Aquila has signed a contract making Comscore the source of the TV audience data component of its cross-media measurement service.
The motivation for this White Paper came from a recent claim, by a U.S. TV/video audience measurement alt-currency major TV network "consortium," which includes some global media agencies, that it is
operating as a "JIC" rather than what it is - a Multi-Currency Certification Committee, M-CCC.
Half of video buyers are using biometric attention metrics. When it comes to defining impressions, there's little consensus.
Nearly a third of advertisers say they'll allocate more than 20% of their upfronts budgets to streaming platforms.