In the U.S., with the acceleration of streaming and CTV rewiring the way television is bought sold, and measured, transaction models are shifting to audience, while work is underway to operationalize multi-currency planning and reporting. With cross-screen consumption disrupting the traditional means of media ratings, there is desire to create a competitive market for measurement innovation, and buyers have already shown an interest in transacting against new currencies, while a transition is underway from buying on demos to audiences and outcomes.

Without making any judgments on its applicability to Canada, one of the media agencies behind the formation of the ‘new Joint Industry Committee (JIC) to enable multiple currencies’ in the U.S. explains how you create a multi-currency environment that the whole industry can back, when scaled. On the sell side, Disney will discuss how increased automation, interoperability with the buy-side and addressability, will fuel the future of its business amid its ad-supported streaming expansion. You will also hear about efforts to establish a measurement certification process for third-party cross-platform measurement vendors, harmonization of viewing data and measures underway from both buyers and media owners to scale first-party identity graphs, and more.