Inside the upfronts’ measurement and attribution transformation

It’s upfronts week, with many of the big TV networks, from Fox to Disney, Warner Bros. Discovery and NBCUniversal hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.

Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in Nielsen, Comscore, VideoAmp and ISpot all jockeying to be the dominant measurement currency and there’s a lot to talk about.

Blockgraph co-founder and CEO Jason Manningham joins The Current Report to break it all down, plus how identity fits into the conversation and if there will ever be dominant walled gardens within the streaming space.