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Tuesday, May 5, 2026
The State of Streaming CTV · Streaming · Advertising

Measurement & Data

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

6 stories in this section

Brass coin stamped with an eye silhouette at center and text reading '1 ATTENTION SECOND • CTV CURRENCY' around the rim, symbolizing attention as a measurable, traded commodity in video advertising.
Measurement & Data

Cognition Is the New Currency Layer for CTV Ads

Viant's $40M TVision close put cognition inside a DSP as buyers enter the 2026 upfront armed to price against it.
Recent in this section
Brass-rimmed magnifying glass laying flat on warm ivory, its glass lens fractured radially into three clean cracks, with the Nielsen wordmark embossed faintly as a watermark across the center of the lens.
Measurement & Data

Streaming Hit 45.6 Percent of Ad-Supported TV. The Verification Stack Is Catching Up.

Utzschneider named the Nielsen Gauge controversy as the inflection that pushed verification vendors off the linear playbook.
Two precision instruments side-by-side: a quarterly reach dial on the left, a continuously pulsing cognition signal trace on the right. A dotted line connects them to a converging point, navy and warm amber on warm ivory, illustrating the structural mismatch between two separate measurement calendars.
Measurement & Data

The State of Streaming Has a Cognition Gap That's Already Repricing CTV Ads

Viant's $40 million TVision acquisition moved cognition inside the DSP while every major viewing report still runs on reach.
A stylized navy camera-aperture iris closes inward over a warm ivory background, leaving a small amber circle of light at the center.
Measurement & Data

Viant Pulls TVision Inside the DSP, Collapsing the Neutral Attention Layer

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.
Earlier coverage 2 stories
Tall navy serif word FIRST on warm ivory beside an amber wax-seal stamp legending MRC ACCREDITATION 04.23.2026.
Measurement & Data

DoubleVerify Earns First MRC Accreditation for TikTok Viewability
Five major streaming-service wordmarks — Netflix, Disney+, Max, Paramount+, Peacock — rendered as a fading wall, the leftmost crisp and the rightmost dissolving into the warm ivory background.
Measurement & Data

Antenna Calls Streaming-Wars Era Over as Sub Growth Falls to 7%