It’s been nearly a decade since major media buyers and sellers came together to update the advertising currency to the standard known as C3, C7 (linear viewership within the three or seven days, respectively). Now, in the face of changing viewing habits and increasing fragmentation, the industry is grappling with how to approach defining a new modern media currency. In this video, Nielsen Chief Operating Officer and Global President Steve Hasker discusses how media companies and advertisers came to consensus on the current advertising currency and explores what the industry will need to do to moving forward to come together on what comes next.
