The article discusses the urgent need for the measurement landscape to evolve in response to the increasingly fragmented media environment as the 2025 upfronts approach. With audiences migrating across various platforms, including linear, streaming, and digital, traditional single-currency standards no longer suffice. The industry has entered a multicurrency phase, where different providers use their own transaction methodologies. This fragmentation necessitates a reliable and adaptable modern measurement system that can navigate complexities and ensure media buying is reflective of current and future realities.
Modern measurement has to be reliable, comprehensive, aligned with current media transactions, and adaptable enough to address how buying will evolve in the future.
We already live in a multicurrency world where OEMs use different pricing methodologies, pushing the need for a translator in measurement standards.
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