In response to allegations of rampant greenwashing, the EU widened its ESG regulatory regime, mandating that corporations disclose nonfinancial ESG performance metrics and making financial market participants disclose sustainability metrics like greenhouse gas emissions.

NBCU recently announced the “Peacock Ad Manager,” a full-funnel ad platform made in partnership with tvScientific that lets marketers precisely target consumers and access performance metrics. The network also recently declared iSpot.tv as its preferred currency for the 2022 upfront season following months of partnerships to test new measurement solutions.

Several interviewees for this report noted improved performance metrics in social media last year, as well as improved return on ad spend (ROAS). A key aspect of its performance for many brands is increased attribution to sales.