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April 28, 2023 | By Tim Peterson

Among the more consequential developments brewing in the broader TV ad market is the makeover of the industry’s measurement system. After decades of being dominated by a single measurement provider, advertisers and agencies are entering an era that will see them supporting multiple measurement providers as currencies on which to transact. In “The Future of TV” finale, executives from GroupM, Omnicom Media Group and Magna survey how the new measurement landscape is shaping up and share their thoughts on to what extent the industry’s measurement shift will span the full spectrum beyond traditional TV and streaming.