Currency debates are fading as advertisers shift to outcome-based measurement. As performance takes priority, marketers are focusing more on lower-funnel outcomes, while measurement vendors double down on specialized offerings.

As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.

The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.

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.

COVID-19 has dampened 2020 TV advertising—however, data-driven linear (DDL) and addressable TV stand ready to scale as economic conditions eventually return to normal.

Both perceived customer demand as well as internal demands for accountability and measurability are driving personalization efforts. This report explores how marketers are using data to optimize omnichannel experiences for consumers, and what consumers think of these personalization efforts.

To deliver an effective customer experience, marketers must first identify their customers and audiences. This report focuses on how marketers identify audience segments and target groups today.

Will the duopoly dominate in 2019? Will consumer privacy concerns challenge marketers’ efforts? This report explores these digital display trends and more.

As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.

When it comes to ad targeting, many marketers look to cross-device strategies to better identify households or individuals—and an increasing number look to do both.