Clear answers to questions our industry is asking about measurement

In addition, as exposed by the VAB Measurement Innovation Task Force, there are serious concerns with the transparency and accuracy of Nielsen’s reporting. A series of Nielsen-admitted errors have cost the TV industry billions in revenue and resulted in the MRC revoking Nielsen’s accreditation. The “trifecta” of increased measurement complexity, serious questions about the existing legacy solution, and the availability of new, advanced measurement options has resulted in widespread demand for more choice among both buyers and sellers when it comes to measurement partners.

A recent survey conducted by the VAB Task Force found widespread adoption of new measurement solutions in the ‘22/’23 upfront. To learn more about what’s next for TV measurement, the latest in data & privacy, data collection methods, implications for local measurement and more, watch VAB’s State of TV Measurement series.

This also empowers media sellers to better compete with digital platforms who are offering these metrics to advertisers. Increased competition results in a more dynamic, future-forward marketplace. Looking for real examples of how brands are successfully using new measurement solutions to achieve their KPIs? Check out our quarterly Measurement Innovations Series for case studies across a variety of product categories.

Through advocacy, educational resources, partnerships and collaborations, the VAB and the VAB Measurement Innovation Task Force are leading the industry as it makes faster and deeper in-roads into a multi-measurement marketplace.

Available on demand: Watch VAB's three-day executive roundtable series on the current and future state of modern TV measurement.
VAB's Ben Vandegrift at Innovid's Measurement Mondays
In the first Measurement Monday takeover by Innovid, Benjamin Vandegrift, VP of Measurement Solutions, shares how VAB is answering the most important questions in modern measurement today through our 'What's the Deal with' Series.
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This 5-part series shares answers to your most commonly asked questions on viewership data collection, identity, engagement, outcomes and future trends within modern measurement.
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Get AccessIndustry-changing Partnerships

Led by VAB and comprised of the industry’s senior-most research, analytics and insights executives, this coalition is working towards the advancement and transformation of multiscreen TV measurement and currency.
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For many years, our industry has been waiting for cross- publisher metrics like deduplicated reach in order to get a true understanding of campaign exposure. Open AP’s XPm ushers the industry from the siloed measurement of linear and streaming viewership to ID-based targeting and mea- surement.
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Measurement News

As one of the most highly capitalized companies in the world, Google is more than fully capable of making everything a marketer wants to see transparent and verifiable. Read the Forbes Agency Council Post by Sean Cunningham, President & CEO at VAB.
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