But in a world where companies are increasingly using AI for targeting and measurement while buyers are looking to reach specific audiences, measurement is far from its final form.

“As long as we’re still buying linear, there’s no way to transact—at least that I can see—confidently on linear measurement against a technology solution,” the third buyer said. “But I think increasingly we’ll migrate away from a currency more towards a measurement framework, third party verifications and confidence that comes along with that.”