Advertisers, TV networks plan to set Nielsen alternatives as ‘shadow currencies’ in this year’s upfront negotiations

Alternative measurement providers will mainly play the role of understudy to Nielsen's measurements, but some advertisers will adopt them as primary currencies for individual campaigns and targeted ad buys.

February 01, 2022

U.S.-based publishers and audio platforms, including companies like Vice Media Group, iHeartMedia and Tinkercast, are going to be investing in more non-English podcasts this year as they catch on to the opportunity to grow their global listener bases. In order to capitalize on this potential international audience, publishers and audio platforms are taking a variety of different approaches, from translation to duo-language production. They're also investing in podcasts produced specifically for non-English-language listeners. Read more below. Podcast producers from Vice Media Group to iHeartMedia will produce more content in languages other than English this year to reach global and bilingual listeners. On the Digiday Podcast, Vice Media Group's digital chief Cory Haik discussed her plan for how commerce and consumer revenue will represent two-thirds of digital division's revenue by 2024. For Digiday+ members: This year, brands are leaning on the metaverse and NFTs to hack their way into Big Game advertising without paying the cost of a Super Bowl spot. Also for Digiday+ members: New Digiday Research found that the percentage of agencies that expanded their services in 2021 was more than twice as big as the percentage whose offerings did not change. Other things to know about The Digiday Content Marketing Awards recognize the companies and campaigns using content to modernize media and marketing. Last chance to submit is February 18. With cookies, identifiers and targeting capabilities all in flux, brands are renewing their focus on the essentials of B2B reporting capabilities. Sponsored by AdDaptive. It's crucial that brands approach iOS and Android as separate privacy environments with different capabilities — and different stakes in play. Sponsored by AdColony. Top Stories Business of TV Advertisers, TV networks plan to set Nielsen alternatives as 'shadow currencies' in this year's upfront negotiations Alternative measurement providers will mainly play the role of understudy to Nielsen's measurements, but some advertisers will adopt them as primary currencies for individual campaigns and targeted ad buys. howdy! Agency Culture 'I believe in the marathon and not the sprint for social change': How Jess Weiner is changing brands like Barbie, Dove and more from the inside out Global brands like Barbie and Dove have turned to the 48-year-old, Californian to help them tap into culture as shoppers become more persistent about brand purpose. Sponsored by Connatix New report: The state of media diversity in 2022 Based on a survey of nearly 90 brands and agencies, this new report highlights diversity efforts within media companies and their various partners. Advertisement howdy! DIGIDAY+ MEMBER EXCLUSIVE Media Buying Briefing: Has artificial intelligence reached ubiquity across the media agency landscape? Within the media agency world, artificial intelligence (AI) usually manifests in the forms of machine learning and pattern detection, often the terrain of strategists and analysts. howdy! Modern Newsroom 'Connecting with diverse audiences': Mashable's new editor-in-chief wants to add coverage of inclusion in tech Alesha Williams Boyd discusses the gender and diversity gap in tech and how she wants to expand coverage of this topic at Mashable. All Latest Stories Beyond Ads Vice Media Group's Cory Haik aims for commerce, consumer to represent two-thirds of digital division's revenue by 2024 On the Digiday Podcast, VMG's digital chief discussed different ways in which VMG will be building on those initial moves, such as by adding a reader donation option for its news content.