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This measurement special edition is made possible by Nielsen. |
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OCTOBER 10, 2025 |
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Which is the top action taken by US brand and agency marketers to improve measurement efficiency? |
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A) Shifted more analysis in-house B) Consolidated measurement vendors C) Implemented a unified identity solution D) Adopted AI/machine learning to automate reporting |
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TOP STORY |
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Since the old advertising playbook no longer tells the full story of success, marketers are rethinking what it looks like. Today’s measurement leaders are connecting brand building with performance, using data and AI to understand how every touchpoint contributes to growth. |
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Here are some key takeaways from industry leaders during this week’s Advertising Week New York event. |
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IN THE NEWS |
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Streaming TV has reached several critical tipping points that signal a fundamental shift in how consumers watch content and how advertisers must approach this evolving landscape. |
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"The rise of viewing on streaming and connected TV in particular has been incredible," said Dina Liu, TikTok's global head of brand product marketing, during a session at this week's EMARKETER Future of Digital Summit. "The latest stat we just saw is that it's actually overtaken linear for the first time, which is an incredible milestone for streaming." |
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INDUSTRY VIEWS |
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Marketers are struggling to measure performance as ad spend spreads across more platforms. Nielsen’s latest insights reveal how integrated advertising intelligence can connect fragmented data, clarify ROI, and help brands make smarter, cross-channel investment decisions. This article was contributed by Nielsen. | | |
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ANALYSIS |
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Connected TV (CTV) is booming in households and becoming significantly more important for advertisers. |
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“Two-thirds of the US population use connected TVs. In Canada, it’s nine in 10 people in the population,” our analyst Bill Fisher said on an episode of “Behind the Numbers.” “This is a really, really valuable piece of advertising real estate.” |
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