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Measuring what matters: A panel on TV ad measurement

March 17, 2026

What does good measurement mean when a campaign runs across CTV, linear, digital, and a growing number of screens? Advertisers want proof of outcomes. Broadcasters and platforms need to deliver that proof without losing the trust, quality, and simplicity that make premium video worth buying.

At the Comcast Technology Solutions (CTS) and Broadpeak Executive Forum, a panel of broadcasters and ad tech leaders took on that question directly. Fill out the form to watch the full session.

What the panel takes on

  • How the definition of "good measurement" changes once CTV, AI, and fragmented viewing enter the picture
  • Where data helps prove performance, and where context and human judgment still matter
  • How to show advertisers outcomes without making the buying process more complicated
  • What broadcasters and operators need to agree on for measurement to earn trust across the market

Frequently asked questions

It's a 43-minute discussion from the CTS and Broadpeak Executive Forum about how TV and CTV advertising should be measured. Broadcasters and ad tech leaders debate how to prove campaign outcomes while protecting trust, quality, and simplicity in premium video.

The panel includes an international ad sales leader as the moderator, a video delivery technology specialist, an advanced advertising lead from a broadband and TV operator, and an independent media consultant.

Audiences now watch across CTV, linear, digital, and mobile, and each channel reports performance differently. Advertisers want outcomes they can compare across all of them. The panel looks at what it takes to deliver that.

Ad sales and revenue leaders, advanced advertising teams, ad tech specialists, and operators at broadcast and streaming services, and pay-TV providers who need to show the value of premium video inventory.

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