Future of TV Briefing: Media Rating Council identifies ‘the problem of our time’ for measurement

This week’s Future of TV Briefing looks at how the industry’s measurement arbiter is looking at ensuring measurement systems are able to reliably identify audiences across channels in a privacy-compliant manner.

• IDing measurement’s privacy era
• TV watch time slips in March (as usual)
• TikTok’s AI-generated ad plan, WSJ’s video layoffs, Disney+ plus FAST and more

The advertising industry’s measurement arbiter, Media Rating Council, has turned its attention to a major concern for the future of measurement: how to identify audiences across media properties and channels in a privacy-safe manner.

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