# Measurement & Data — The State of Streaming

> Nielsen, VideoAmp, iSpot, Comscore, currencies, cross-platform measurement, data clean rooms.

Section URL: https://thestateofstreaming.com/measurement-data/
Articles in this section: 6

## Articles

- [Cognition Is the New Currency Layer for CTV Ads](https://thestateofstreaming.com/measurement-data/2026/05/cognition-attention-currency-ctv-ads/) — 2026-05-03
  Viant's $40M TVision close put cognition inside a DSP as buyers enter the 2026 upfront armed to price against it.

- [Streaming Hit 45.6 Percent of Ad-Supported TV. The Verification Stack Is Catching Up.](https://thestateofstreaming.com/measurement-data/2026/05/ctv-transparency-ad-supported-default-ias/) — 2026-05-03
  Utzschneider named the Nielsen Gauge controversy as the inflection that pushed verification vendors off the linear playbook.

- [The State of Streaming Has a Cognition Gap That's Already Repricing CTV Ads](https://thestateofstreaming.com/measurement-data/2026/05/state-of-streaming-cognition-gap-conviva-ads/) — 2026-05-03
  Viant's $40 million TVision acquisition moved cognition inside the DSP while every major viewing report still runs on reach.

- [Viant Pulls TVision Inside the DSP, Collapsing the Neutral Attention Layer](https://thestateofstreaming.com/measurement-data/2026/04/viant-tvision-attention-currency-acquisition/) — 2026-04-26
  A $40 million tuck-in turns the panel iSpot, VideoAmp and Oracle all licensed from into Viant's proprietary measurement stack — two months after VideoAmp expanded its TVision license.

- [DoubleVerify Earns First MRC Accreditation for TikTok Viewability](https://thestateofstreaming.com/measurement-data/2026/04/doubleverify-tiktok-mrc-accreditation/) — 2026-04-25
  IAS expanded its TikTok footprint three days earlier without an MRC stamp, extending DoubleVerify's accreditation lead to three platforms.

- [Antenna Calls Streaming-Wars Era Over as Sub Growth Falls to 7%](https://thestateofstreaming.com/measurement-data/2026/04/streaming-wars-era-ended-2025-data-story/) — 2026-04-25
  Streaming primetime commitments rose 17.9% to $13.2 billion as Disney quietly stopped reporting subscriber counts.