Born of the Industry’s Need
The Task Force was born out of our industry’s demand for greater modernity, accuracy and transparency in TV measurement.
Measurement Expertise
Comprised of the industry’s senior-most research, analytics and insights executives, this coalition, led by VAB, has been working to solve complex issues in measurement since early 2021 and was formalized into the VAB Measurement Innovation Task Force in October 2021.
Shared Commitment to Accuracy
Rooted in facts, data and the full transparency of our efforts, the Task Force is working towards the advancement and transformation of multiscreen TV measurement and currency. We are tackling today’s most important issues with urgency, and also proactively working towards a higher standard of measurement for tomorrow.
How We Help You
Accurate TV measurement is essential to all corners of our industry. Marketers rely upon it to build business-growing marketing plans and ad sellers need to ensure that every impression is counted and fairly valued. We actively support our partners in the industry who are developing more modern, transparent and accurate measurement solutions.
“I believe we are on the verge of a tipping point in terms of measurement of video and the currencies we transact on moving forward.”
David Campanelli, EVP Chief Investment Officer, Horizon Media
Our Latest Work
Our Impact
Uncovered billions of lost ad impressions
54 billion ad impressions discovered through 350+ re-processed runs, 1,150 excel files across 15 factors and 6 demos
Revealed billions of uncounted multicultural impressions
12 billion Black impressions and 10.5 billion Hispanic impressions were not counted, further exacerbating challenges with properly counting these segments
Determined millions of ad inventory could not be sold
A staggering $690 million of ads could not be bought or sold as a result of the undercounting
How To React To YouTube’s Fraud Scandal? Treat It As If It Were TV
"Channel your outrage over YouTube’s ad fraud into holding the platform to the same trust standard that’s been long established in television. In this instance, YouTube deserves it." Read this op-ed by Sean Cunningham, President & CEO at VAB.
Read more on AdExchangerThe Task Force in the News
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Losing Trust: VAB’s Cunningham on Ad Fraud in the Industry
CableFax -
How the Joint Industry Committee Will Certify Nielsen Alternatives
Ad Age -
Under pressure from VAB, Nielsen delays rollout of big data currency before upfronts
The Drum -
Nielsen’s national TV ratings service reaccredited after 19-month suspension
Marketing Brew -
Nielsen Regains Key Media Accreditation
WSJ -
Industry Groups Chip Away At Currency Problem
TVNewsCheck -
Advertiser Group Asks Nielsen to Pause “Big Data” Release
hollywood reporter -
Nielsen-out-home error was a big deal, VAB says
Next TV -
Nielsen TV ratings accreditation suspended by MRC
ad age -
MRC Strips Accreditation from Nielsen’s National and Local TV Measurement Services
ad week -
Why the VAB Wants to strip Nielsen of its Media Rating Council accreditation
the drum -
VAB asks Media Rating Council to Axe Nielsen accreditation escalating feud
ad week
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