Facebook is challenged by iOS ad measurement problems: As it reinvents how it measures ad effectiveness, the platform could see some ad dollars shift elsewhere.

Curated by eMarketer, this collection of articles, insights, and interviews will help you understand what’s in store for TV and video advertisers as time spent shifts, audience measurement evolves, and more.

We spoke with Calum Smeaton, founder and CEO at cross-platform TV measurement firm TVSquared, about how advertisers are making their video spend work better for them and how direct-to-consumer (D2C) brands have led the way in this regard.

Advertisers may never see the likes of Nielsen again: NBCUniversal announced it is creating an independent measurement system in partnership with other firms.

Digital advertisers know that media quality isn't a given with fraud and other nonviewable impressions plaguing the market for years. Tony Marlow, CMO at measurement firm Integral Ad Science, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the company's latest media quality benchmarks, what the industry's top priorities are for the year, and how viewable video is across devices.

Advertisers have a lot of information to bring together to understand how to gain more market share for their business. Mike Menkes, senior vice president at measurement firm Analytic Partners, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what might happen if competitors increase spending while you hold your budget steady, how creative can boost video ad effectiveness, and how ads for one product often have a "halo" that extends to other products, as well.

In this Meet the Analyst Webinar, Nicole Perrin, eMarketer principal analyst at Insider Intelligence, examined the biggest challenges in ad measurement and revenue attribution today, and how marketers are confronting them.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

On today's episode, we discuss how Disney+ stacks up against the competition and how Disney-owned Hulu and ESPN+ are getting on. We then talk about the Media Rating Council (MRC) taking its accreditation from Nielsen's measurement services, whether national TV ad minutes per hour are going up or down, and if Apple TV+ will ever be able to enter the real streaming wars conversation. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.

Roku is helping Shopify merchants deploy CTV ad campaigns: The move will increase the total addressable market of Roku’s ad platform, while also increasing accessibility for SMBs.

Major changes are coming to how advertisers and others in the ecosystem can identify users across channels and devices. The loss of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA)—rumored to roll out this month—will affect ad addressability, but also measurement and attribution. Advertisers are taking steps in response, including more emphasis on first-party data, data collaborations, and modeling-based approaches.

Amazon’s new smart TVs will disrupt both the connected TV (CTV) and TV measurement industries: Amazon Fire TV is already a major player, but its new CTV lines will let it take advantage of the ongoing fracturing of TV measurement.

Within digital media channels, probably the longest-standing gap in measurement information lies with the walled gardens—a group that includes Google, Facebook, a host of other walled social platforms, and Amazon. Some in the industry are also talking more of walled gardens—or attempts to build them—in the connected TV (CTV) or over-the-top (OTT) space.

Advertisers have never been under more pressure to prove ROI. Bob Ivins, chief strategy officer at cross-platform TV measurement firm TVSquared, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the remaining deficits in linear TV ad measurement, why it's important to standardize metrics and definitions across traditional and digital TV and video, and why advertisers need to pay attention to the right metrics for their campaign objective.

Measuring the effect of their messages is one of marketers' most vital tasks. Anne Hunter, vice president of product marketing at panel-based insights company DISQO, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to talk about some of marketers' longstanding challenges with measuring ad effectiveness and understanding consumer journeys—and how a consumer-first approach can help.

Be Aware of the Measurement Limitations. Since many short-video venues are still very new, the measurement capabilities (whether for organic marketing, influencer marketing, or paid advertising) aren’t as robust as on more established platforms. Among the executives we interviewed, most thought that TikTok had built a solid stable of branding-oriented ad measurement tools.

Consider how the leading social media platforms perform on the dimensions of ad relevance and ad experience. According to Business Insider Intelligence’s June 2020 “US Digital Trust Survey,” Instagram (4.72) and Pinterest (4.64) scored highest on a 1–5 scale on ad relevance. Pinterest also scored well on ad experience (4.70), just behind LinkedIn (4.80).

“Another challenge is measurement. Numeris is looking to expand the measurement universe, which now includes linear TV plus playback, to pick up on nonlinear video consumption more effectively.”. Adding to the measurement complexity is the growth of connected TV (CTV) via internet-connected devices like Apple TV, Google Chromecast, Roku, and smart TVs.