The news: Paramount could sever its relationship with Nielsen as it looks to adopt alternative measurement solutions, per a Variety report.

Paramount, which has been negotiating its contract with Nielsen for months, has told its ad sales staff and some partners that the relationship may end. The current contract expires today, September 30, which would leave Paramount without Nielsen data as early as October 1.

The measurement battle: It’s been three years since NBCUniversal declared “measurement independence,” kicking off an industrywide adoption of measurement alternatives following Nielsen’s (now reinstated) accreditation loss. Nielsen remains the most-used currency, but Paramount’s statements hint that the battle is far from over.