Google's new Scenario Planner gives marketers a code-free interface to test budget allocations and view real-time ROI estimates on top of its Meridian MMM. Nearly 40% of marketers struggle to connect MMM outputs to business decisions — this tool aims to close that gap.

The integration embeds AI-powered attention signals directly into the SSP, letting buyers filter inventory pre-bid based on predicted viewer engagement. Combined with Adelaide's 2026 Outcomes Guide showing 33% brand lift and 53% lower-funnel gains, attention is becoming operationalized at scale.

Nielsen is piloting wearable-based co-viewing measurement starting with Super Bowl LX, targeting currency integration by the 2026/2027 season. Meanwhile, Tubi's expanded Nielsen deal underscores how ad-supported streamers are racing to prove their audiences are bigger — and more valuable — than legacy metrics suggest.

Backed by 33 companies including Google, Meta, Amazon Ads, and Unilever, Project Eidos is the industry's most ambitious attempt to fix fragmented measurement. The accompanying State of Data 2026 report finds 60-75% of advanced measurement users say current tools fall short.

Only 15% of marketers rate their retail media measurement as effective, yet brands actively measuring incrementality report 54% reductions in wasted spend. With Albertsons launching in-store incrementality and advertisers averaging six RMNs, the gap between measurement leaders and laggards is widening fast.

With twelve US states requiring businesses to honor Global Privacy Control signals and seven-figure fines becoming routine, the privacy enforcement era has arrived. Here's what the 2026 enforcement wave means for ad measurement teams.

In a flurry of CES 2026 announcements, Comscore launched daily program-level audience reporting powered by AWS AI, signed ESPN as a cross-platform measurement client, and integrated audio targeting and measurement into The Trade Desk. The moves position Comscore as a comprehensive alternative in an increasingly fragmented measurement landscape.

PayPal unveiled its Transaction Graph Insights and Measurement program at CES 2026, offering advertisers deterministic, cross-merchant attribution built on 430 million consumer accounts. It's the first major measurement product built entirely on verified purchase data.

Albertsons is the first major retailer to offer causal incrementality measurement for in-store digital media. A Mondelez beta campaign delivered a $2.41 iROAS and 14% sales lift. The network plans to expand to 800 additional stores in 2026.

The multi-year deal deepens data sharing between the two companies as Roku's devices now account for more than 21% of total TV viewing. Here's what the partnership covers and why it matters for CTV measurement.

The Media Rating Council and IAB issued comprehensive attention measurement guidelines in November 2025. Adelaide is now the first vendor under MRC review, signaling a push to make attention a tradeable currency.

LiveRamp acquired Habu. WPP acquired InfoSum. NIQ launched on Snowflake. After years of fragmentation, the clean room market is entering its consolidation phase. Here's what it means for measurement.

After nearly five years of development and regulatory scrutiny, Google retired Topics, Protected Audience, and its Attribution Reporting API in October 2025. Third-party cookies are staying in Chrome. Here's what it means for measurement teams.

Google's open-source media mix model is out of beta with 20+ certified measurement partners, support for non-media variables, and channel-level priors. We break down what's new and how it stacks up.

Updated standards expand beyond traditional retail media to cover quick commerce, introduce a refined measurement funnel, and include the industry's first incrementality measurement guidelines for commerce media.