We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year—in other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.

Nielsen regains key MRC accreditation ahead of 2023 upfronts: This comes as a number of measurement rivals go after the incumbent leader’s turf.

Consumers’ concern over how their personal data is being used has led brands to look for new ways to reach and engage their target audiences and measure performance. To find success, brands need a deep understanding of their customers and an ability to diversify the channels used to reach them

Regardless of changes in the market, marketers will always have to build their first-party data around the buyer’s information and behavior. Complete and accurate data on prospects and customers is essential to making sound decisions about accounts that sales and marketing should target together.

B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.

Because data clean room technology is so new, it involves a lot of trial and error for marketers to get their strategy right. However, there are ways that brands can set themselves up for success, including creating a strategy that can be used across multiple clean rooms, having an identity solution in place, and working toward a holistic customer view.

What is truly promising with generative AI, and when should content marketers stay human? Here’s how content marketers might use ChatGPT and other AI tools and where they should invest time and resources.

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

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

IRI woos shopper marketers: Its new platform should give advertisers greater visibility into retailer and SKU-level results.

Connected TV (CTV)’s digital DNA and ability to target specific audiences has catapulted its popularity among advertisers. Learn why a wide variety of advertisers, including direct-to-consumer brands, are using CTV ads to reach streaming viewers and drive measurable results.

Paramount is playing catch-up when it comes to ad innovation: The media giant is exploring a number of initiatives to fuel its aggressive streaming goals.

From streaming to ad measurement and privacy, 2023 will be a year of transformation. Here are four changes we expect in the new year.

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.

Measurement looks to be more valuable than ever during an ad downturn: Ad tech firms with new solutions stand to benefit from the industry slump, and revenues are growing.

We lowered our expectations for digital ad spending next year amid ongoing data privacy challenges, post-pandemic normalization in investment, and overall market instability.

Next year, connected TV (CTV) ads will move from conception to creative to production faster. That’s according to Michael Hopkins, vice president of go to market at MNTN, who spoke this week on our “Behind the Numbers: The Daily” podcast.

NBCU announces Currency Council: The future of measurement is multicurrency—and the media giant continues to take a leadership role.

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

Google loosens the reins on its clean room: Advertisers now have more freedom with how they can use Google’s first-party data for campaigns.