YouTube moves away from third-party measurement for co-viewing: The platform’s decision to use its own data for trading purposes has advertisers worried.

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.

Following three consecutive quarters of ad revenue losses, YouTube faces an urgent need to restore growth. This could present marketers using YouTube with opportunities to target audiences on both connected TVs and smartphones.

Streaming makes ad spending gains, Netflix experiences growing pains, and advertisers encounter a soft upfront market.

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

Netflix’s enhancements to its ad-supported tier has helped it amass 5 million monthly active users worldwide, though its password crackdown could slow momentum. Meanwhile, Max, the combined streaming service of HBO Max and Discovery+, debuted to “early positive feedback,” and Paramount+ hopes partnering with Showtime will prevent it from losing subscribers.

It’s been an upfronts season like none other as digital creeps into linear’s territory and the Writers Guild of America writers’ strike rages on. “We’re kind of at an inflection point,” said our analyst Paul Verna. From a buyer’s market to tumult at NBCUniversal, here are five trends Verna noted from upfronts so far.

The 2023 upfront market will likely be the last one transacted primarily on Nielsen’s legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

On today's episode, we discuss how in-flight measurement helps marketers do more with less, the importance of an integrated cross-platform/media performance view, and how to be thoughtful about selecting KPIs. "In Other News," we talk about the significance of Nielsen regaining its accreditation for national TV ratings and what to make of Netflix struggling to livestream its "Love Is Blind" reunion. Tune in to the discussion with our analyst Paul Verna and Stephanie Gall, senior manager of measurement products at Cint.

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.

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.

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

Ads go live on Netflix and Disney+, YouTube ad revenues decline, and streaming services get creative about financing content production.

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.

New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

Major streaming services like Netflix and Disney+ dive into advertising while more viewers cut the pay TV cord.