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.
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.
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