Observed Signal · Nov 30, 2025 · Discussion · Source: Marketecture · Impact: 3/5 · Sentiment: Neutral
CTV Measurement: From Impressions to Outcomes (Marketecture Live)
Jenny Wall of VideoAmp and host Ari Paparo discuss the evolution of connected TV measurement beyond traditional impressions and demos. The conversation covers outcomes-based attribution, advanced audiences, and the use of clean rooms, emphasizing the need for multiple currencies across linear, streaming, and walled gardens. They provide practical examples supporting audience-first buying, call for independent measurement, and caution against sticking to legacy metrics. Takeaways include that TV can deliver measurable business outcomes, advanced audiences reduce waste and can lift sales, cross-channel measurement is essential, third-party validation matters due to platform bias, and current dual currencies plus clean room matching, while painful, enable price flexibility and innovation. Real-time optimization in TV is approaching, challenging marketers to move beyond delivery metrics.
CTV measurement evolution and cross-channel measurement are highly relevant to AdTech/MarTech.
Track VideoAmp Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Jenny Wall from VideoAmp discusses CTV measurement evolution beyond impressions.
- Conversation centers on outcomes, advanced audiences, clean rooms, and multiple currencies across linear, streaming, and walled gardens.
- Advocates audience-first buying, independent measurement, and cross-channel measurement across platforms.
- Highlights real-time optimization in TV as a near-term capability.
- Emphasizes third-party validation due to platforms grading their own work.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CTV Measurement Needs to Marry Performance with Brand
MiQ's Debbi Rosenthal, Senior Director of Product and Solutions, says CTV measurement must harmonize performance metrics with brand metrics. In VideoWeek's interview at TV Rise 2025 in Lisbon, she explains that planners often measure CTV by performance because of programmatic targeting, but TV teams also prize reach and brand impact. The discussion explores how commerce data intersects with CTV and how ACR data adds value to the ecosystem. Rosenthal emphasizes reconciling these approaches across cross-screen campaigns and leveraging first-party and retail signals to improve measurement. The piece, filmed at TV Rise 2025, highlights the evolving role of CTV as a bridge between metrics and brand storytelling, and frames measurement as a coordination of audience data, content quality, and sale-ready signals in a converging video landscape.
VideoAmp Receives JIC Re-Certification as National TV Measurement Currency Through 2028
VideoAmp announced it received JIC re-certification as a national TV measurement currency through 2028, as covered by Adweek. Additionally, VideoAmp is powering DeepIntent's new Cora platform for linear TV planning and forecasting, and GumGum's sports media solution for addressable audiences.
JIC Recertifies Comscore, iSpot, VideoAmp as TV Currencies
The U.S. Joint Industry Committee (JIC) has recertified measurement companies Comscore, iSpot, and VideoAmp as national currencies for the 2026-2028 term. This certification, which applies to the upcoming 2026-2027 broadcast TV season, is a vote of confidence in these companies' ability to serve as transactionable metrics for buying and selling TV advertising inventory. The JIC noted that this was its most comprehensive currency evaluation to date, assessing providers against buy- and sell-side requirements. The recertification underscores the ongoing shift towards cross-platform measurement and the growing acceptance of alternative currencies beyond traditional panels.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.