Meanwhile, a Nielsen spokesperson has said the firm is “proud” to be the first company to earn accreditation for big data + panel and first-party live streaming, while it continues to expand out-of-home measurement.

“Big data + panel is the latest innovation that is driven, supported, and embraced by our clients, and it represents the most accurate measurement to date,” a Nielsen spokesperson said. 

At the same time, ad buyers are keeping the door open for competitors like VideoAmp.

“In the bigger 50,000-foot view, VideoAmp has made a lot of strides, and they’ve accomplished a lot,” a media buyer who attended Vampfront told ADWEEK. 

One media buyer speaking anonymously said that Nielsen is “not the only game in town,” and VideoAmp has “emerged as a true competitor.”