Future of TV Briefing: YouTube makes its case for the TV ad industry's measurement makeover

TV industry’s joint measurement committee, Paramount’s potential BET sale, ESPN’s central streaming strategy and more TrueView? The key hits: YouTube has published a set of measurement principles that the platform hopes to become an industry baseline. YouTube wants the Media Rating Council’s viewable impression standard to be the basis for measuring impressions. YouTube’s principles are likely to be met with resistance by the traditional TV industry that has drafted its own measurement requirements. As TV networks and streaming services sort out the overhaul of TV advertising’s measurement system, YouTube wants to make sure it’s not left sitting on the sidelines. And ad buyers want YouTube to be part of the process to deliver on the promise of true cross-platform TV and video measurement. How the Google-owned video platform fits into the new TV measurement landscape isn’t so straightforward, though. “If we’re trying to look at a new cross-platform video measurement solution, if it doesn’t have YouTube, it’s not complete. Really, the challenge continues to be which version of measurement will win — or several of them might — and how much YouTube will be in charge of that,” said an agency executive. “It feels like very much a struggle right
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