Netflix's March 2026 update brings a proprietary Conversion API that outperformed benchmarks by 75% in early tests, Amazon and Yahoo DSP audience integrations, and Lumen eye-tracking-based attention measurement — a significant maturation of the streamer's ad infrastructure.
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.
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.
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.
We use cookies to analyze site traffic and improve your experience. By accepting, you consent to the use of analytics cookies by Google Analytics and Meta Pixel.