Future of TV Briefing: Making sense of the TV industry’s latest measurement moves

This week’s Future of TV Briefing looks at the recent developments in the TV measurement market on the eve of this year’s upfront negotiations.

• Making measurement make sense
• Paramount-Skydance, YouTube vs. OpenAI and more

Very recently, a bunch of pieces related to the TV measurement currency changeover have fallen into place — which seem to have put the overhaul even more up in the air. I get that that’s paradoxical. But it’s also pretty fitting for a yearslong shift that has been far from straightforward.

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