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EMARKETER

FAQ on the TV and CTV Currency Landscape

The Lowdown on the Measurement Mess

Report by Evelyn Mitchell-Wolf  |  May 2, 2024
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Table of Contents
What is currency, and how is it different from measurement?
Why is there so much chaos in the TV currency space?
How are alternative currencies different from the legacy currency?
Can the market support multiple currencies?
Who are the key standard-setting organizations?
How is JIC certification different from MRC accreditation?
Media Gallery
About This Report
Catch up on the big events and trends shaping how advertisers measure linear and connected TV advertising.
Topics
TV Advertising
US
Table of Contents
What is currency, and how is it different from measurement?
Why is there so much chaos in the TV currency space?
How are alternative currencies different from the legacy currency?
Can the market support multiple currencies?
Who are the key standard-setting organizations?
How is JIC certification different from MRC accreditation?
Media Gallery

In September 2021, the Media Rating Council (MRC) suspended its accreditation of Nielsen’s national and local TV measurement products, suddenly upending the status quo. At that point, industry dissatisfaction with Nielsen had been simmering for years. Although Nielsen’s accreditation has since been partially restored, lingering issues around the measurement of linear and connected TV (CTV) ads have yet to be resolved. Here are answers to some of the most common questions about the evolving TV currency landscape.

Here’s what’s in the full report

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Table of Contents

  1. What is currency, and how is it different from measurement?
  2. Why is there so much chaos in the TV currency space?
  3. How are alternative currencies different from the legacy currency?
  1. Can the market support multiple currencies?
  2. Who are the key standard-setting organizations?
  3. How is JIC certification different from MRC accreditation?
  1. Media Gallery

authors

Evelyn Mitchell-Wolf

Contributors

Ross Benes
Senior Analyst
Paul Verna
Principal Analyst
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