Today, with the progress that challenger measurement companies are making, we’re more likely to live in a world with multiple TV currencies.
But at the same time, with the evolution of media planning/selling and buying, the reality is that currency will likely evolve over the next few years. Instead of GRPs/Impressions, in a few years we may be trading based on unduplicated reach and frequency or outcomes.
This video is part of the TVOT Live! New Year 2022 conference, for more recorded sessions, see https://vimeo.com/user2660412.
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