Flexible by Design: Building Standards That Fit a Multi-Currency World

At the recent CTV Connect conference in New York, one thing was clear—CTV advertising is at a turning point. We’re moving beyond the old, single-currency model and entering a new era: multi-currency measurement. And it’s not just a buzzword—it’s a necessary evolution.

What We’re Hearing—and Why It Matters
At CTV Connect, we teamed up with The Trade Desk to host a series of roundtable conversations with industry leaders. What we heard wasn’t surprising: traditional measurement isn’t keeping up with how people actually watch content today. It’s fragmented, it’s cross-platform, and it’s not going back.

A multi-currency approach opens the door to better, more nuanced insights. But it also requires a shift in mindset—and a lot more collaboration.

What’s Changing, and What Needs to Change
TV used to run on panel-based ratings. It was clean, simple, and frankly, limited. We now live in a world where viewers bounce between live TV, streaming platforms, apps, and devices. Measuring that behavior accurately, at scale, and on time demands a new, modernized framework.

Multi-currency measurement allows for multiple providers, each with different methodologies, to show a fuller picture of audience behavior. But with that opportunity comes complexity:

• Standardization matters—but “one size fits all” doesn’t. The goal isn’t one rigid standard, but rather standardized frameworks that allow for consistency and flexibility. Advertisers need comparability, but they also need room to tailor insights to different objectives, platforms, and audiences.

• Legacy systems slow us down. Many companies are still bound by contracts and tools built for a different era.

• Adoption can feel uneven. Some players are exploring new currencies for leverage, not because they’re ready to commit. That slows real progress.

• Accreditation must evolve. Bodies like the MRC face the difficult challenge of keeping pace with new methodologies, technologies, and data sources.

Where We Go From Here
This shift isn’t something one company or one solution can solve alone. The only path forward is collaboration—common standards, open dialogue, and innovation that moves the entire ecosystem ahead.

At Comscore, we’ve spent decades building a measurement system designed for this moment. One that’s digital-first, cross-platform, and rooted in understanding people—not just platforms. We’re not in the ad business. Our only job is to help advertisers, agencies, and media companies make smarter decisions based on real consumer behavior.

This Isn’t a Hypothetical Shift. It’s Happening.
The question isn’t if multi-currency measurement will become the norm; it already is the norm. The real question is how fast we can come together to do it right. The companies that lean in now will shape the future of media. The ones that wait? They’ll be catching up.