Op-ed: independent ad measurement is dead outside of TV

Dave Morgan argues Alphabet, Meta, Amazon, Microsoft and TikTok now represent 65% of U.S. ad spend and self-report the vast majority of it, while Nielsen’s renewed contracts keep independent currency intact only for linear TV.

Why it matters. Buyers negotiating with the five biggest platforms have no independent audit of the numbers they’re paying against, unlike on linear TV where Nielsen still sets the currency.

Signal from mediapost.com · Dave Morgan · read the original.

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