AI will reshape premium video buying—and NBCUniversal’s proof-of-concept shows agentic systems can unify planning and optimization across linear and streaming in seconds.

The NBA is experiencing one of its biggest advertising booms in decades following a record $76 billion media rights deal with Disney, NBC, and Amazon. Ad spend on NBA programming jumped 15% last season to $1.52 billion, with NBCUniversal selling out its first-year inventory after returning to coverage for the first time in 23 years. ESPN, ABC, and Prime Video are also thriving—drawing hundreds of advertisers across broadcast and streaming. Amazon is fusing ecommerce and live sports with shoppable ad formats, while NBC and Disney leverage cross-platform studio content. The result: the NBA is redefining what live sports monetization looks like.

Xbox hits 500M MAUs and $5 billion Game Pass run rate: Franchise power and console loyalty fuel Microsoft’s gaming momentum.

VideoAmp has extended its partnership with Warner Bros. Discovery in a multi-year deal aimed at advancing flexible ad measurement. WBD will leverage VideoAmp’s tools across digital, linear, and cross-platform campaigns during the 2025 upfronts, reinforcing its “measurement agnostic” stance. This comes as marketers prioritize attribution and precision, particularly in CTV environments. The deal reflects broader trends: 71% of global marketers view advanced measurement as a top opportunity, and currency innovation is becoming essential. With recent leadership changes and ongoing partnerships with major networks, VideoAmp is positioning itself as a key player in the evolving ad currency ecosystem.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

As the relationship between data and AI deepens, both push- and pull-based marketing strategies will benefit.

As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.

Catch up on the big events and trends shaping how advertisers measure linear and connected TV advertising.

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.

Meta introduces Broadcast Channels to Facebook and Messenger: The goal is to improve user engagement—but subscribers could get notification fatigue.

Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.

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.

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.

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.

This report gives an update on the major TV networks’ advanced targeting offerings ahead of the 2019-2020 TV upfront sales season.