CTV Measurement Wars: How Competing Currencies Are Fragmenting the Upfront Marketplace

MediaRadar analyzes spending patterns across CTV platforms ahead of the 2026 upfront season, finding that the proliferation of competing measurement currencies — Nielsen ONE, VideoAmp, iSpot, and Comscore — is causing buyers to demand contractual flexibility on measurement methodology. The piece argues this fragmentation is paradoxically strengthening walled garden positions because they can offer closed-loop attribution that open web CTV cannot match.

MediaRadar analyzes spending patterns across CTV platforms ahead of the 2026 upfront season, finding that the proliferation of competing measurement currencies — Nielsen ONE, VideoAmp, iSpot, and Comscore — is causing buyers to demand contractual flexibility on measurement methodology. The piece argues this fragmentation is paradoxically strengthening walled garden positions because they can offer closed-loop attribution that open web CTV cannot match.