It’s Time to Evolve Options for Video Audience Guarantees.
The video ecosystem has evolved dramatically over the past decade. Audiences now engage across platforms and viewing environments in ways that legacy audience guarantees aren’t ideally aligned with.
To fully modernize the buying/selling dialogue, VAB is recommending Households and Persons 2+ (P2+) as the new co-standards for premium video audience guarantees.
This guidance is intended for immediate use in buyer/seller conversations, including the current scatter market and the 2026 upfront.
Why the Shift?
Wider audience bases provide marketers with a more consistent and comparable standard—while still allowing for precision targeting and optimization.
The (Clear) Advantages
- Greater Stability: The most consistent audience measures across video environments, particularly for entertainment content
- Advanced Targeting Flexibility: Broader guarantees allow campaigns to leverage first-party, data-driven targeting more effectively
- Cross-Platform Comparability: A common base for evaluating relative campaign weight and performance across major video platforms
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