Source: Evan Shapiro: Media War & Peace
Fragmentation across streaming, broadcast, and social platforms has left media buyers without a unified currency for attention the way Nielsen once provided—this tool attempts to fill that gap by measuring actual viewing across devices rather than relying on siloed platform metrics. If it gains industry adoption, ad budgets could shift between streaming services, traditional TV, and social platforms, weakening individual platforms' incentive to overstate their own audience reach. The tension: whether advertisers will trust a third-party measurement system over the first-party data that platforms themselves control and profit from withholding.