‘Hit a wall’: Why TV advertising’s measurement currency change won’t happen in this year’s upfront cycle

TV ad buyers and sellers have waded deeper and deeper into the present discord of the various measurement providers contending to be adopted as currencies. May 20, 2022 TV ad buyers and sellers have waded deeper and deeper into the present discord of the various measurement providers contending to be adopted as currencies. [Read more here](. Additional coverage: - Earnings season for Big Media [just ended and the takeaway is]( that things are going to get worse before they get better. - Amid Digiday Media’s first commerce week, publishers gathered virtually on Thursday to hear from one another on their commerce strategies. [Here are some takeaways]( from the conversation. - With more people [venturing back outside after Covid-19 lockdown](, Sunday Scaries is rolling out its first out-of-home campaign in hopes to capture their attention. - How Quontic Bank's metaverse outpost [demonstrates the importance]( of brand utility in metaverse activations. - How the work-anywhere trend [helped Vista attract]( senior talent from heavy-hitter brands. Digiday Media Presents: Commerce Week Yesterday we concluded Digiday Media Presents: Commerce Week with a virtual event where leaders from BuzzFeed, Vice and Vox Media shared an inside look at their commerce strategies. You can view a recap of the key takeaways from yesterday — as well as the rest of our coverage from this week — below. - Here are [five key takeaways]( from yesterday’s Digiday Commerce for Publishers Forum. - ‘Nothing sells product like a viral moment’: [View a recap]( of what else we heard from execs with WeWoreWhat, Peace Out Skincare, Olaplex and Intermix at the Glossy E-Commerce Forum. - Modern Retail documented some of what was overhead throughout the first few days of Commerce Week. [Here’s what attendees had to say]( about TikTok, social shopping, affiliate woes and more. - After a DTC pivot, Thakoon is selectively inching back into wholesale. [View some of the key takeaways]( from a session at this week’s Glossy E-commerce Forum with the brand’s founder. - From Modern Retail’s Future of Commerce Panel: [How 3 DTC brands use retail channels]( as a discovery platform. Keep an eye out over the next few days for more analysis from this week’s events. If you’re not already, sign up for Glossy’s [daily newsletter here]( and Modern Retail’s [here](. Other things to know about - [Apply to become a member]( of the Digiday Research Panel and get exclusive access to industry research and analysis in exchange for participating in anonymous surveys. - The most common brand-safety approaches are meant only for text-based pages, but content formats and ad types [require an upgrade](. Sponsored by Zefr. - Using AI to moderate comments sections and requiring users to register prior to posting is allowing publishers to [track interest, behavior, sentiment and more](. Sponsored by Viafoura. Top Stories [Business of TV]( [‘Hit a wall’: Why TV advertising’s measurement currency change won’t happen in this year’s upfront cycle]( TV ad buyers and sellers have waded deeper and deeper into the present discord of the various measurement providers contending to be adopted as currencies. howdy! 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With data collaborations, brands are building acquisition audiences and driving outcomes. howdy! [Experimental Channels]( [Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills]( As the digital marketing landscape continues to be murky for niche brands, CBD brand Sunday Scaries looks to OOH as a workaround. Advertisement [Sponsored by Criteo]( [The marketer’s guide to responsible addressable media]( Download this new guide to learn how marketers can prioritize responsibility as they optimize their addressable media strategies for a cookieless future. howdy! [Gaming & Esports]( [Quontic Bank's metaverse outpost demonstrates the importance of brand utility in metaverse activations]( Legal concerns notwithstanding, Quontic’s plans for its Decentraland location show that the bank is approaching the metaverse as a functional space for every day use, rather than an escape from reality. howdy! [Future of Work]( [How work-anywhere trend helped Vista attracted senior talent from heavy hitter brands]( A remote-first, flexible working operating model has enabled Vista to snag top talent from major brands like Nike, Spotify, Converse and Netflix in the last year. [All Latest Stories]( [The Programmatic Publisher]( [Inside Hearst UK’s multi-pronged approach to third-party cookie replacements]( Hearst UK's Ryan Buckley and Faye Turner are testing everything from 50,000-person panels to clean rooms. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](