CTV Advertising's Measurement Problem Is Getting Worse, Not Better

Ben Thompson's detailed analysis of why connected TV advertising measurement remains fundamentally broken despite years of industry promises, examining the structural incentives that prevent true cross-platform measurement from emerging. The piece dissects the conflicting interests of streaming platforms, measurement companies, and advertisers, and argues that no neutral third party has the leverage to impose standards. Thompson concludes that outcome-based buying is the only pragmatic path forward.

Ben Thompson's detailed analysis of why connected TV advertising measurement remains fundamentally broken despite years of industry promises, examining the structural incentives that prevent true cross-platform measurement from emerging. The piece dissects the conflicting interests of streaming platforms, measurement companies, and advertisers, and argues that no neutral third party has the leverage to impose standards. Thompson concludes that outcome-based buying is the only pragmatic path forward.