‘Hit a wall’: Why TV advertising’s measurement currency change won’t happen in this year’s upfront cycle

TV ad buyers and sellers have waded deeper and deeper into the present discord of the various measurement providers contending to be adopted as currencies.
May 20, 2022

TV ad buyers and sellers have waded deeper and deeper into the present discord of the various measurement providers contending to be adopted as currencies. Read more here.

Additional coverage:

Digiday Media Presents: Commerce Week

Yesterday we concluded Digiday Media Presents: Commerce Week with a virtual event where leaders from BuzzFeed, Vice and Vox Media shared an inside look at their commerce strategies. You can view a recap of the key takeaways from yesterday — as well as the rest of our coverage from this week — below.

  • Here are five key takeaways from yesterday’s Digiday Commerce for Publishers Forum.
  • ‘Nothing sells product like a viral moment’: View a recap of what else we heard from execs with WeWoreWhat, Peace Out Skincare, Olaplex and Intermix at the Glossy E-Commerce Forum.
  • Modern Retail documented some of what was overhead throughout the first few days of Commerce Week. Here’s what attendees had to say about TikTok, social shopping, affiliate woes and more.
  • After a DTC pivot, Thakoon is selectively inching back into wholesale. View some of the key takeaways from a session at this week’s Glossy E-commerce Forum with the brand’s founder.
  • From Modern Retail’s Future of Commerce Panel: How 3 DTC brands use retail channels as a discovery platform.

Keep an eye out over the next few days for more analysis from this week’s events. If you’re not already, sign up for Glossy’s daily newsletter here and Modern Retail’s here.

Other things to know about
  • Apply to become a member of the Digiday Research Panel and get exclusive access to industry research and analysis in exchange for participating in anonymous surveys.
  • The most common brand-safety approaches are meant only for text-based pages, but content formats and ad types require an upgrade. Sponsored by Zefr.
  • Using AI to moderate comments sections and requiring users to register prior to posting is allowing publishers to track interest, behavior, sentiment and more. Sponsored by Viafoura.

Top Stories
TV ad buyers and sellers have waded deeper and deeper into the present discord of the various measurement providers contending to be adopted as currencies.

The big issue for advertisers from an ad spending impact isn’t the war in Europe. It’s the supply chain woes emanating from china, the pandemic and the lockdown

Between the changing consumer profile and increased technology adoption and innovation, marketers are shifting beyond traditional methods.


Four publishers gathered at Digiday Media’s Commerce for Publishers Forum to talk about their affiliate programs and strategies.

First-party data is key to post-cookie strategies. With data collaborations, brands are building acquisition audiences and driving outcomes.

As the digital marketing landscape continues to be murky for niche brands, CBD brand Sunday Scaries looks to OOH as a workaround.


Download this new guide to learn how marketers can prioritize responsibility as they optimize their addressable media strategies for a cookieless future.

Legal concerns notwithstanding, Quontic’s plans for its Decentraland location show that the bank is approaching the metaverse as a functional space for every day use, rather than an escape from reality.

A remote-first, flexible working operating model has enabled Vista to snag top talent from major brands like Nike, Spotify, Converse and Netflix in the last year.

Hearst UK's Ryan Buckley and Faye Turner are testing everything from 50,000-person panels to clean rooms.
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