Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

Major players like TikTok, Meta, and Google unveiled new partnerships, AI innovations, and streamlining solutions. Here are three key developments you may have missed.

VideoAmp and iSpot are coming for Nielsen’s crown: The two companies announced a major funding round and acquisition, respectively, while Nielsen makes adjustments.

TV ad measurement hits growing pains: WBD partner picks, YouTube spat signal future of measurement will look fractured for some time.

The long goodbye for TV advertising: The longtime de facto ad channel kicked off a slow death that will take years to complete as digital channels claim the throne.

Nielsen suspension remains as rivals try to capitalize: The monopolistic measurement player will be hard to oust, given how much money is at stake.

Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.

NBCU is searching for new standards in video advertising: The network is challenging competitors and bringing new solutions across the fragmented industry.

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.

NBCU is softening the Olympics’ ratings blow by touting iSpot partnership: Predicting a low turnout, the broadcaster went all-in on flexing new tools to advertisers.

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