Ad Measurement Trends 2025

Nielsen retiring its legacy panel-only measurement in Q4 2025 marks a seismic shift for TV. Advertisers must now navigate a new world of big data-based currency as consumer viewing habits continue to evolve across multiple platforms and devices.

Download our analyst report to find out how the currency conversation is evolving. You’ll learn why connected TV’s (CTV) growing share is driving programmatic adoption, how measurement providers stack up, and where real-time optimization capabilities are increasingly critical.