TV advertising is undergoing a transformation, directly influenced by the evolving media consumption habits of viewers everywhere.
Because consumers now access content via dozens of platforms and devices, modern measurement is a must-have. At the end of this year, Nielsen plans to retire its traditional panel-only measurement. This gives TV advertisers an opportunity to rethink their strategies and adopt new ways to measure performance and boost ROAS.
Download this analyst report from EMARKETER and LiveRamp to:
- Learn why CTV’s rise is forcing a measurement overhaul in the converged TV market.
- Explore alternate options for TV advertisers when Nielsen retires panel-only currency this year.
- Discover how, as CTV gains a share of converged TV budgets, programmatic does too.
Get your copy of EMARKETER’s “Ad Measurement Trends H1 2025” analyst report now.