By Sam Anderson

After false dawns, would-be disruptors to Nielsen hope 2025 might be their year. VideoAmp’s Peter Ligouri, amid legal battles with the incumbent, tells The Drum why this time things will be different.

Audience measurement firm Nielsen is the incumbent to end all incumbents: a century-old company with a firm grip on the market whose name is coextensive with the very idea of TV ratings.

But the adtech world loves to disrupt a powerful incumbent. In recent years, several big data-based startups have emerged to challenge Nielsen’s dominance. With Nielsen defending its territory fiercely, the stage is set for some David v Goliath Read full story ›

Source: The Drum