Alt Currencies to Make Up 15% of Horizon Media’s 2022 Upfront Transactions

The agency teamed up with publishers including NBCUniversal and Paramount

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As the industry shifts away from traditional measurement, Horizon Media plans to transact up to 15% of its upfront investments with alternative currencies.

The decision comes from the results of a 2021 request for information (RFI) centered around validating vendors, sources and solutions in the currency space.

The company will make deals using two to three alternate currencies, in addition to Nielsen’s data and tools, across a variety of networks. Horizon is already executing tests around alternative measurement sources, with the company reporting approximately two dozen in-market tests.

The goal is to understand the data better, analyze results in real time and apply them to real client schedules.

Samantha Rose, Horizon Media’s svp of strategic investment, told Adweek that the deals in the coming upfront would vary by network partner, by client and by what the company is potentially guaranteeing on.




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