Navigate the fragmented world of cross-screen TV with Adweek as options for TV consumption expand, leading to a digital transformation in TV measurement. New technology gives consumers innovative and engaging ways to watch TV beyond the bunny ears in their living room. But this also brings uncertainty for marketers trying to measure multiscreen and multiplatform TV consumption. Adweek provides insights and advice to help marketers navigate the new frontier of TV, including how to find a spend balance between linear and streaming, how to reach fragmented audiences, and what this digital transformation means for the future of TV measurement and the advertising industry.
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NatWest CMO: Effectiveness Is Key to Boosting Marketing’s Credibility

Margaret Jobling says marketers need to learn to sell themselves internally in tough times.

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Nielsen and Netflix Expand Partnership for Global Measurement

The multiyear agreement covers linear and streaming data across the U.S., Mexico and Poland.

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OpenAP and Programmers March Toward Multiple Currencies, Form Joint Committee

The assembly will create measurement certification and a unified streaming viewership dataset.

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Paramount Advertising Looks to Scale Identity on CTV With Unified ID 2.0

The company is the latest supporter of the cookie-less identifier.

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Nielsen Announces Launch of Nielsen One Ads for Campaign Measurement

The company said the offering provides a consistent, comparable and deduplicated view across screens.

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Warner Bros. Discovery and VideoAmp Reach Deal for Audience Measurement

The agreement follows the media company's test-and-learn for alternative measures of video ad performance.

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Disney and VideoAmp Team Up for Clean Room Integration

The partnership will help accelerate cross-screen measurement.

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CMOs Aren’t Convinced Their Agency KPIs Stack Up

The current evaluation process is causing dissatisfaction for both clients and agencies.

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TelevisaUnivison Partners With Omnicom for Hispanic Household Data Graph

OMG is the first agency partner to integrate with the media company’s Hispanic data.

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NBCUniversal Partners With Top Brands to Transact on New Currencies

The Currency Council will transact on real dollars.

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Nielsen’s Accreditation Status Remains Suspended By MRC

The Media Rating Council's audit committee also said a Monday meeting with the measurement company has been delayed.

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Netflix Builds Up Advertising Team Days Before New AVOD Tier Launches

The streaming service hired five new executives in the department.

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TikTok Unveils TikTok Works Set of Third-Party Measurement Studies

The findings were broken up into three categories: Impact, Growth, Advantage.

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Samba TV Lands First Big 5 Agency Integration With Havas Media Group

The measurement company’s viewing data will be used in HMG’s management platform.

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NBCUniversal Boosts Measurement Team in Push Towards Alternative Currencies

Maggie Zhang joined the company as it moves into the next phase of its certification framework.