CTV Advertising Measurement Wars: How Nielsen, iSpot, and Comscore Are Fighting for the Currency Crown

An in-depth competitive landscape assessment of the ongoing battle among measurement companies to become the dominant currency for CTV advertising transactions, covering upfront negotiation implications and advertiser frustration with fragmented data. The analysis includes perspectives from major agency holding companies on which measurement partners they are backing for 2026-2027 deals.

An in-depth competitive landscape assessment of the ongoing battle among measurement companies to become the dominant currency for CTV advertising transactions, covering upfront negotiation implications and advertiser frustration with fragmented data. The analysis includes perspectives from major agency holding companies on which measurement partners they are backing for 2026-2027 deals.