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# CTV ad leaders at Advertising Week push for unified measurement standards
- URL: https://www.medianexis.com/ctv-ad-leaders-at-advertising-week-push-for-unified-measurement-standards/
- Published: 2026-10-07T18:16:25.000Z
- Updated: 2026-10-07T18:16:25.000Z
- Description: eMarketer’s Asa Hiken reports that CTV ad leaders speaking at Advertising Week New York called for better measurement frameworks across streaming platforms, arguing fragmented metrics make cross-platform comparisons unreliable.
- Author: The Signals Desk
- Tags: Measurement, Asa Hiken, Advertising Week: CTV measurement frameworks panel

**Why it matters.** Buyers gain leverage to push back on walled-garden metrics until streamers agree on shared definitions.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Asa Hiken*](https://www.medianexis.com/tag/by-asa-hiken/) *·* [*read the original*](https://www.emarketer.com/content/ctv-ad-leaders-advertising-week-call-better-measurement-frameworks?ref=medianexis.com)*.*