Additionally, many panels exclude homes that are valuable to media buyers and sellers. For instance, some panels do not measure secondary homes, temporary living or vacation homes—all residences that frequently lack pay TV and remain important for brands. These gaps leave marketers and content owners guessing how to reach and engage audiences, no matter where they are. New currencies should help close this gap.

Can your currency link reach measurement with outcomes?

Marketers no longer need to choose between upper funnel and lower funnel KPIs. Leading brands are focusing on the full consumer funnel—from the moment a consumer sees an ad on their TV to the purchase with their remote for delivery. This is an exciting opportunity for audience measurement. Marketers can activate from reach to reaction, and they’re now seeking closed loop measurement. In streaming, many brands are buying on audience and performance, transacting off cost per acquisition just like they do in search and social.

Philosopher and economist David Hume called causality, the relationship between cause and effect, “the cement of the universe.” It should now be the cement of new currencies too. Marketers deserve to understand how specific demographic audiences reached also drive incrementality and sales. This includes currency interoperability—making it easy to connect audience data with outcome data through APIs, clean rooms and server-to-server connections.

Ultimately, it’s an exciting time for the TV industry. Together, we have an opportunity to make measurement more accurate, useful and straightforward. Starting with data grounded in direct consumer relationships, shining a light on how the shift to streaming is impacting panel data and bringing together the full funnel can help make marketing work harder, and we can do it together.