“There really is an appetite to utilize different sources, and partners like iSpot and VideoAmp are also really good at back-end measurement, so they can also use it to close the loop,” Bosetti said. “If you can use it to plan, buy and measure, those opportunities are real and clients are really leaning into that.”

Early in the month, Warner Bros. Discover Ad Sales said it was partnering with 605, ABCS Insights, DISQO, EDO, LoopMe and Pilotly “to further demonstrate greater attribution and efficacy of advertising campaigns across its linear, digital and advanced audiences”, having already picked VideoAmp, iSpot.tv and Comscore for cross-screen measurement.

Havas has worked with a variety of measurement providers such as VideoAmp, iSpot.TV and Comscore to develop newer ways to set the value of advertising transactions, or what are known as currencies, among different media platforms.

“We’re still not at a point where we know how sort of a broadcast impression versus a cable impression versus a CTV [connected television] impression is counted,” Kristin Wnuk, vice president of sales at Madhive, said in this interview with Beet.TV contributor Tameka Kee. “Once the industry can align on that, we need to then look at, well, how are we transacting?”