Olympics and Super Bowl, that still maintain power to generate viewer and advertiser interest, despite changes in consumer behaviors. But figuring out exactly how many people are watching the games — and the ads — across its portfolio speaks to ongoing issues with measurement the company and other media conglomerates are looking to solve as the video landscape becomes more fragmented across platforms that include broadcast, digital, CTV and beyond.

“These media conglomerates are all saying at their upfronts they want to sell [from] one media buying platform,” said Chris Kelly, CEO of brand analytics platform Upwave. “As media buying has changed, the measurement needs to change.”

Despite a large swath of the TV advertising market questioning its long-running faith in Nielsen for accurate measurements, industry sources expect a very small percentage of ad deals this year to use alternative ad currencies. But by next year, a new measurement could be in place, which suggests the pace of experimentation, MA and changing alliances could be dizzying in the months ahead.