The words “measurement” and “currency” get bandied about, often interchangeably. But they are not the same, and one cannot and should not take the place of the other.  
March 21, 2022

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In this season of tectonic change in the world of media around tracking — from cookie deprecation to Nielsen’s continued ratings depreciation to the onslaught of new forms of measurement flooding the digital and video marketplaces — the words “measurement” and “currency” get bandied about. Often interchangeably. A breakdown below.

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Ivy Liu
The words “measurement” and “currency” get bandied about, often interchangeably. But they are not the same, and one cannot and should not take the place of the other.  
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