We’re Ready for What’s Next: Why It’s Time to Evolve Measurement

For too long, the conversation around currency has been stuck in a holding pattern. The industry largely agrees that legacy systems no longer reflect how media works today… yet it hesitates. Why?

Change can feel daunting. The familiar is comfortable. But what comfort does not provide is a pathway to progress.

At Comscore, instead of accepting comfort and complacency, we see a unique opportunity to turn hesitation into opportunity - and opportunity into evolution.

During a recent industry panel, a client of Comscore posed an extremely simple, yet powerful question to the audience: “What are you afraid of?” The question wasn’t an accusation - but rather a rallying cry to lead and not fold under the pressure of a challenging future. Because the truth is, the barriers to change are real: complex workflows, stretched resources, long-term contracts, and competing priorities. But they are not insurmountable.

Tthe reluctance to embrace such a change is, in my opinion, related to a number of largely human issues that, when combined with the operational and business challenges, go a long way toward explaining the pace of alternative currency adoption. This includes human behavior that is driven by confidence, trust, fear, and a resistance to change. Because the bottom line is that if you don’t have the tools to defend your decision to change, the fear can be real.

Sticking with legacy methods may feel familiar and safe, but moving forward opens the door to greater efficiency, smarter planning, and stronger results. By embracing modern measurement, you can further optimize reach and frequency, uncover new opportunities, and deliver more meaningful brand impact. Most importantly, you can give your clients the confidence that their investments are backed by data they can trust.

The good news about all of this? Change doesn’t need to translate into chaos, rather it can be a strategic leap forward with a foundation built on trust and transparency.

Don’t get me wrong, we recognize the challenge. We understand the complexities and nuances. We see the broader implications. We are aware of the stakes. We are prepared to face all of this head on with our partners in mind. As we see it, the risk isn’t in facing a new reality, it is in sticking with the status quo.

That’s why we’ve built our platform to make the switch simple, seamless, and smart. We’re here to empower buyers, not burden them, and to do it with measurement and currency solutions that are transparent, reliable, and ready for the realities of modern media.

Our goal is to empower buyers with the confidence, tools, and support they need to embrace what’s next and to show just how rewarding the switch can be - both for themselves and in the eyes of their clients. That means delivering:

• Transparency – Open access, translation support, and no handcuffs—because clarity builds confidence.
• Trustworthy Data – Grounded in robust, modern sources that deliver the scale, precision, and reliability that today’s market demands.
• Support – Thoughtful guidance to help agencies and brands navigate change, streamline workflows, and demonstrate real value.
• Partnership – A collaborative approach designed to work with you, not around you, to drive better results for your clients.

We don’t believe in disruption for disruption’s sake, but we do believe in evolution, especially when it means giving brands the tools they need to plan smarter, perform better, and prove impact with confidence.

The industry has been asking for better measurement. It’s already here.

Now’s the moment to lead with clarity, not caution. To move from questioning what’s possible to owning what’s next.

So instead of asking, “What are you afraid of?”—we’re asking something new:

What could you achieve if you weren’t held back?