The TV market is rapidly changing due to a number of factors which are too numerous to catalogue – spanning from changing consumer preferences to new data sets, distribution channels, monetization approaches and advertising models. TV measurement and currency have also evolved, but at a slower pace, resulting in an incomplete picture of even basic unduplicated delivery, reach and frequency of ad campaigns. The pandemic and “streaming wars” altered the landscape and hastened change, and the industry is in a moment of transition where the future of TV currency is yet to be determined.

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