It’s been a little over a year and a half since Nielsen’s accreditation from the Media Rating Council (MRC) was suspended, catalyzing a measurement upheaval in the video advertising market. This year, most major TV networks will support alternative currencies for upfront transactions. But are marketers ready to wade into unfamiliar territory as they tighten their belts amid economic uncertainty?
Key Question: What do marketers need to know about cross-platform video currencies ahead of this year’s upfronts?
KEY STAT: Fragmentation and measurement are among the topmost cited challenges US marketers face in the converged TV space, per a September 2022 survey conducted by PureSpectrum on behalf of Innovid.
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