Streaming TV Measurement in 2024

Magnite presents eMpower. eMpower means thinking about the bigger picture, and helping our industry to thrive through learning, insights and collaboration.

In 2024, streaming ad spend is expected to rise, with a focus on performance measurement. While upper-funnel metrics like brand uplift remain important, there's a shift towards attribution and outcome measurement. Harmonising measurement across channels, including streaming, is crucial for advertisers. Identity changes will impact measurement, leading to innovation in privacy-safe conversion measurement and first-party data usage. Overall, streaming TV growth will be supported by measurement, harmonisation, and first-party data innovation.