The opening panel at CIMM East, “The Big Debate: Making Sense of the Multicurrency Market Ahead of the Upfronts,” wasn’t just a check-in on the state of measurement. It was a reflection of an industry in motion, one that has moved from talk to transformation.
For years, the concept of a multicurrency marketplace felt theoretical. This year, the message was clear: it’s happening. Panelists from across media and advertising signaled a collective shift away from the idea of a single dominant currency toward a more flexible, outcome-focused, and technologically advanced approach.
Celeste Castle of Dentsu pointed to the urgent need for interoperability and transparency, especially as marketers chase accountability across platforms. Kym Frank of FOX called the multicurrency environment a “fiesta, where we’re all invited to the party, and some of us are more fun than others.”
The panel also acknowledged the financial and operational demands of this shift. Managing multiple currencies requires investment in data systems, talent, and infrastructure. But as several speakers noted, innovation rarely comes cheap, and without the push from alternative currencies, we wouldn’t be seeing the technological and methodological advances now taking shape.
What’s emerging is a new consensus: there is no single “right” methodology. Value will be determined by utility, scalability, and trust. Different campaign goals will require a different approach. Advanced audiences will coexist with traditional demos, and the ability to flex between them without friction will be key to maximizing efficiency.
That’s where Comscore fits in. As our CMO, Jackelyn Keller, noted during the panel, Comscore’s demo currency offers flexibility to advertisers. Brands can plan and transact on a demo, and then lean into advanced and addressable audiences, essentially honing in on the most leaned-in consumers. This creates a more efficient media plan.
A similar sentiment was echoed in a panel later in the day when speaker Bret Leece, Co-Founder of Analytic Story Architects, said:
“Get a currency-grade measurement company to look across all of your buys.”
This is not a revolution driven by one disruptor. It’s an evolution driven by a broad coalition: agencies aiming to deliver better outcomes, publishers looking to better monetize their inventory, and measurement partners stepping up with credible, future-ready solutions.
As Jackelyn also shared during the panel close, “A significant portion of ad dollars, especially in programmatic and CTV, are already being transacted outside traditional GRP-based currency. This isn’t just theoretical anymore. The infrastructure is built. The spend is there. Now it’s about enabling smarter decision-making.”
Local measurement plays a foundational role in this evolution. Insights into regional viewership and behavior provide the basis for national, cross-platform, and programmatic strategies. This allows decision-making across markets and mediums.
With more than a decade of big data experience, full MRC accreditation across local and national demos, and a platform designed for scale and interoperability, Comscore is proud to be part of the movement, not as a lone voice, but as a trusted partner in a growing chorus calling for progress.
The multicurrency moment isn’t coming—it’s here. And Comscore is ready to help the industry meet it.