Measurement played a big role during Thursday’s virtual IAB NewFronts presentations, with Nielsen, Comscore, Innovid and Samba TV all pitching marketers on why their solutions are the strongest when it comes to increased fragmentation in the industry.
“I don’t think it’ll be a surprise to any of you guys to know that streaming is growing at a faster pace outside of live events, that’s where [people] consume video content, and this fundamentally has shifted power,” said Ameneh Atai, general manager of digital audience measurement at Nielsen, noting that fragmentation in streaming services is a big measurement challenge.
“If

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