Breaking Down Silos: The Convergence of Media Currency and Advanced Measurement
The line between measurement and currency was once clear-cut. Currency represented the agreed-upon value for transactions, while measurement served as an analysis tool. But as media fragmented across connected TV (CTV), digital and beyond, that distinction has blurred. Today, measurement and currency are often used interchangeably, adding complexity to an already tangled landscape.
Understanding how currency and measurement work together is essential as you navigate this fragmented world. For example, is currency the data that determines ad spend prices? If so, what role does measurement play?
This article clarifies media currency and media measurement, plus ways to leverage both to your advantage. Whether you’re a brand optimizing ad spend or a publisher seeking to maximize ad yield, breaking free from silos isn’t just beneficial—it’s necessary to stay competitive.
In this article, we’ll cover:
- Currency versus measurement
- Why currency is becoming more complex
- How brands and publishers explore currency and measurement today
- Ways to optimize ad spend with currency and measurement in mind
Media Currency vs. Measurement: What’s the Difference?
Imagine buying coffee. Media currency is the price you pay—the agreed value of what’s exchanged. Media currency defines the data set that ad buyers and sellers use to trade, establishing audience valuation. Traditional TV advertising, for example, relied on panel-only ratings, but today’s interconnected media landscape demands more flexible, scalable solutions.
Meanwhile, media measurement is the barista explaining why your coffee is good. Measurement analyzes performance beyond the transaction, with advanced tactics providing program-, tactic- and creative-level insights. Clear measurement enables mid-campaign optimization to maximize performance.
Why is media currency becoming more complex?
Media currency and measurement were once separate and distinct. For example, in TV advertising, currency was reserved for trade and ad spend discussions, while brands used measurement for analysis. That’s changed. Understanding where currency ends and measurement begins is no longer straightforward. Here’s why:
- Cross-platform engagement. Viewers move freely between linear, CTV and digital platforms. One ad can reach the same viewer across three devices. Currency must reflect this fluidity, while measurement identifies value at every touchpoint.
- The need for granularity. Brands need to understand ad performance at every level. Publishers benefit from providing performance analytics that justify investment on their platforms. This mutual need creates overlap—and opportunity.
- Smarter targeting. Brands can’t assume they’ll always have access to first-party data, especially with evolving privacy regulations. Publishers face liabilities and fines for sharing data through improper channels. As third-party data becomes crucial, precise audience targeting serves as the gold standard for both currency and measurement.
- A new media economy. Modern currencies are emerging to meet growing industry needs. New measurement tactics must follow. The resulting landscape resembles a spiderweb more than a funnel. Understanding how each thread holds the industry together is crucial to driving success.
Source: eMarketer, Ad TV Measurement Trends H1 2024, April 2024
As the landscape includes more currencies, cross-media measurement becomes increasingly fragmented. However, brands and publishers are adopting advanced measurement strategies to leverage audiences effectively, drive reach and frequency and optimize business performance.
How brands and publishers are exploring currency and measurement today
Media currency and measurement trends are accelerating to overcome fragmentation. Here’s how industry leaders are keeping pace:
Big data is making audience segmentation more robust
Brands and publishers are discovering a new contender against panel-based ratings: big data. This measurement approach creates a holistic view of audiences across platforms, already reshaping currency at its core.
Viewers are migrating to over-the-top (OTT) and CTV, where ad-supported streaming reigns
As OTT and CTV viewership continues to grow, currency value may increase. Understanding ad performance in these environments is crucial for developing converting ad strategies.
Source: eMarketer, Combined CTV and linear TV ad spend will near $100 billion in 2027, January 2024
Modern currencies are changing the game
Brands and publishers seek new ways to quantify the impact of ads. Modern currency providers use advanced measurement tactics to enhance advertising, creating richer data sets and better audience segmentation. Consolidated currency and measurement that reduces fragmentation is a bonus.
Ways to optimize ad spend with media currency and measurement in mind
Future-focused brands and publishers aren’t waiting for the dust to settle. Here’s how advanced measurement can inform your currency approach:
- Get integrated. Cross-platform measurement tools capture linear TV, CTV and digital engagement in a single view. Use these to make smarter ad spend decisions and allocate inventory across platforms.
- Focus on ROI. Tired of ad waste? Revisit your measurement strategy—a modern currency is a must-have to keep revenue high.
- Enhance targeting. Currency is worth more when reaching the right audience. By opting for solutions that enable you to guarantee and measure on audiences combining first- and third-party data, you can reach more qualified audiences and drive better business results.
Currency that’s current: how VideoAmp measures up
Fragmentation is reality. We help brands and publishers thrive within it. From granular reporting to advanced audience insights, our modern currency focuses on wider audience reach and reduced ad waste.
As media continues evolving, organizations that understand media currency and media measurement will rise above those that don’t. A comprehensive strategy will offer a more actionable view of ad performance for brands and publishers alike, with smarter investments on the horizon.
Want to stay ahead of the curve?
