Measurement

ADOTAT's reporting on TV and digital measurement: currencies, accreditation, outcomes claims, and the companies that grade their own homework.

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Discord's Ad Chief Lists Three Exits. FaZe Clan Went for $17 Million.

Profiles

Oct 15, 2026

Discord's Ad Chief Lists Three Exits. FaZe Clan Went for $17 Million.

Adam Bauer sold his way through Shazam, GIPHY and FaZe Clan. Now he's selling a 97% completion rate on ads Discord pays gamers to finish.

Pesach Lattin

IAS and DoubleVerify Sell Independence. Neither Sale Needed Your Signature.

Nielsen

Oct 15, 2026

IAS and DoubleVerify Sell Independence. Neither Sale Needed Your Signature.

Six questions for your verification vendor before renewal, the dodge you'll get, and the clauses that make the answers stick.

Pesach Lattin

Nielsen

Oct 14, 2026

Unmeasured: Nielsen Sells DoubleVerify as Independence. Its Contract Lets It Refuse a Firewall.

DoubleVerify's proxy shows Nielsen cut its bid twice, beat a $14.50 offer on speed, and wrote itself the right to turn down behavioral remedies. The vote is October 29.

Pesach Lattin

IAS Sells Independence. Its $1 Billion Loan Gets Paid Out of Client Fees.

Investors

Oct 12, 2026

IAS Sells Independence. Its $1 Billion Loan Gets Paid Out of Client Fees.

The referee brands pay to keep the ad market honest was bought with debt the loan market wouldn't touch. Its only rival just sold to Nielsen.

Pesach Lattin

Viant

Oct 6, 2026

Tuesday Thread: IAS Said It Wouldn't Mark Its Own Homework. It Now Owns the Ad Server Viant Runs On.

The company that sells buyers the transparency report owns the ad server, runs the connection and deducts its fees before the seller gets paid.

Pesach Lattin, +1

Unmeasured: CIMM Gave TV Currency 18 Months To Get Its Act Together. Including Itself.

Measurement

Oct 6, 2026

Unmeasured: CIMM Gave TV Currency 18 Months To Get Its Act Together. Including Itself.

The Strong Foundations task force will try to give TV currency's referees real consequences. It has a buy-side bench, no plan to replace anybody, and 18 months to prove it works.

Pesach Lattin

WSJ

Oct 5, 2026

WSJ Asked The ROI Of Brand Raves. It Printed Zero ROI Returns.

The Journal promised to explain why marketers think dance parties pay off, then delivered a party report with no cost, no lift and no return, led by an event from the column's own sponsor. I own pieces of Las Vegas clubs, so this trend is good for me. That's exactly why I'm asking where the number went.

Pesach Lattin, +1

Unmeasured: The JIC Calls It "How a Number Is Made." The 672 Test Results Went To Members.

Measurement

Sep 29, 2026

Unmeasured: The JIC Calls It "How a Number Is Made." The 672 Test Results Went To Members.

Last year the JIC told everyone where Comscore, iSpot and VideoAmp fell short. This year it told members. Nielsen also reset Spanish-language TV's denominator and kept its daily streaming data for clients.

Pesach Lattin

Mike Follett Says the Old Farts Were Right About Attention

Measurement

Sep 28, 2026

Mike Follett Says the Old Farts Were Right About Attention

He has a button on The Trade Desk and still won't call attention a currency. Beer, goldfish and a podcast ad that broke the machine.

Pesach Lattin, +1

Unmeasured: Netflix Matched YouTube's 18.5 Million NFL Audience. Nielsen Counted Them Differently.

Measurement

Sep 22, 2026

Unmeasured: Netflix Matched YouTube's 18.5 Million NFL Audience. Nielsen Counted Them Differently.

Two streaming NFL games, one year apart, landed on the same number. They were not measured the same way, and the footnotes say so.

Pesach Lattin

Viant

Sep 22, 2026

Tuesday Thread: Tim Vanderhook Wrote The Rule For AI Agents. Eight Experts Say Viant Breaks It.

Decide, spend, get measured independently, repeat. The panel agreed with every word, then pointed at TVision.

Pesach Lattin, +1

Unmeasured:Samsung Sells The Fix For 41% Duplication. Nobody Owns The Stop Button.

Measurement

Sep 15, 2026

Unmeasured:Samsung Sells The Fix For 41% Duplication. Nobody Owns The Stop Button.

Howard Shimmel said Monday the fix is a dropdown menu. The harder question is who is allowed to use it.

Pesach Lattin

VideoAmp

Sep 14, 2026

Howard Shimmel: The Currency Is A Dropdown Menu. Nielsen, VideoAmp And Comscore Have Spent Twenty Years Pretending Otherwise.

The Ephron Award winner watched a CTV campaign hit the same three percent of a target roughly two hundred times. Every tool to prevent it is in production at multiple vendors. Forty-seven years in, he says the barrier was never technical.

Pesach Lattin, +1

Unmeasured: Samsung Owes $92 Million For ACR Patents Roku Beat Outright

Measurement

Sep 8, 2026

Unmeasured: Samsung Owes $92 Million For ACR Patents Roku Beat Outright

Three things happened in measurement this week that are worth your attention, and a fourth that nobody has written correctly, which is the rest of this issue.

Pesach Lattin

Thursday Field Kit: The Questions A Closed-Loop Platform Hopes You Never Send

Retail Media

Sep 3, 2026

Thursday Field Kit: The Questions A Closed-Loop Platform Hopes You Never Send

Amazon Told Advertisers For Years That It Ran A Second-Price Auction. The Complaint Filed Monday Says It Ran The Auction, Then Replaced The Price. This Week's Field Kit Is The Set Of Questions That Would Have Surfaced That, Written To Work Against Any Platform That Sells Its Own Inventory And Runs Its Own Auction.

Pesach Lattin

Unmeasured: Three Companies Say ACR's Patents Are Expiring. The Oldest One Expired in 2016 and Nothing Happened.

Measurement

Sep 1, 2026

Unmeasured: Three Companies Say ACR's Patents Are Expiring. The Oldest One Expired in 2016 and Nothing Happened.

ACR is priced as a connected TV asset. It is paid by broadcast. Nobody in a live nine-figure transaction has publicly told those two things apart.

Pesach Lattin

Unmeasured: Roku Says 87 Percent. It Doesn't Say Plus Or Minus What.

Adtech

Aug 25, 2026

Unmeasured: Roku Says 87 Percent. It Doesn't Say Plus Or Minus What.

Nine controls, four named. No interval, no n by cell, no paper. Roku's own analyst wrote "associated with." Amazon's page wrote "drives."

Pesach Lattin

Walmart

Aug 24, 2026

Walmart's Mayward: "We're Controlling the Attribution Model in All Cases." He Thinks That's the Sales Pitch.

Walmart tore down the garden walls everywhere except around the scoreboard. That's not an oversight. That's the product.

The Adotat Staff

Nielsen

Aug 19, 2026

Nielsen Says It's More Accurate Because Its Own Model Was Skewing Older.

Seven changes land the same day, one vendor goes unnamed, and nobody's saying who wins or loses.

The Adotat Staff

Unmeasured: Zefr Says It's MRC Accredited. For One Platform, Not Two.

MRC

Aug 19, 2026

Unmeasured: Zefr Says It's MRC Accredited. For One Platform, Not Two.

The company confirmed the gap on the record. Its marketing hasn't caught up.

Pesach Lattin

VideoAmp

Aug 19, 2026

Unmeasured: VideoAmp Says $6 Billion. The Math Says $2 Billion...

A former Chief Commercial Officer built the figure, then left before it tripled.

Pesach Lattin

Nielsen

Aug 18, 2026

Nielsen Just Lost All 11 Claims to a Facial-Recognition Paper From Outside TV

A precedential Federal Circuit opinion just torched all 11 remaining claims of a Nielsen patent, using an academic paper about facial expressions that has nothing to do with television. Nielsen's lawyers picked the fight. The court finished it.

Pesach Lattin

VideoAmp

Aug 14, 2026

VideoAmp Isn't A Currency. It's A Number Nobody Will Audit.

An anonymous unit of account, an unaudited category, and a company that stopped answering questions in August.

Pesach Lattin

Thursday Field Kit: "We're MRC Accredited." Five Questions That End the Sentence.

MRC

Aug 13, 2026

Thursday Field Kit: "We're MRC Accredited." Five Questions That End the Sentence.

Because "we're MRC accredited" is a sentence with no object in it.

Pesach Lattin

Comscore

Aug 12, 2026

Comscore Is Cutting Data Costs. MRC Accredits the Data

The Media Rating Council told ADOTAT that accreditation is a claim about controls operating continuously, not a certificate you win once. Comscore's restructuring runs straight through the window the next audit will examine.

Pesach Lattin