The CTV currency war: a year-end scorecard.
VideoAmp, iSpot, Innovid, Comscore, Nielsen. Where the fight stands at the end of 2025 — and what the 2026 buyer should actually pick.
The CTV currency war that began in 2023 entered its consolidation phase in 2025. The five players still standing — VideoAmp, iSpot, Innovid, Comscore, Nielsen — each hold meaningful share, each operate distinct methodologies, and each are now openly competing for upfront-validation seat at every major holding company.
Year-end scorecard, by player:
VideoAmp — the breakout
The 2024–2025 cycle’s biggest gainer. Largest upfront-validated share by 2025. Strong agency adoption across Omnicom, GroupM, and IPG. Identity-rich, supply-side-aware. The methodology — panel + identity-match + clean-room enrichment — has matured into the industry’s “modern measurement” reference point. The risk: rapid growth has stretched their service-tier into uneven territory by region.
iSpot — the TV-native incumbent
Held its ground through 2025 on the strength of attribution and creative effectiveness. Strong on linear-to-CTV bridging. Less penetration on programmatic CTV than VideoAmp. The 2026 question: can iSpot move past attribution into full currency status, or does it remain a complement to whichever currency the buyer picks?
Innovid — repositioned as measurement
The post-Lotame Innovid is a measurement-and-identity stack, not just an ad-serving platform. Their 2025 push into currency seats has earned credibility but not yet category leadership. Stronger than expected at the lower-funnel measurement layer. Worth watching in 2026.
Comscore — the steady third
Held its share through 2025. Strong in linear measurement. CTV adoption has been uneven — depends heavily on the regional agency. Comscore’s panel remains an asset; their CTV stack is competitive but not category-defining. Often the safe choice for a buyer who wants continuity with linear plans.
Nielsen — the lost ground
The 2023–2025 JIC fight ended unevenly for Nielsen. Still default for some agencies (the muscle memory of three decades doesn’t break overnight). But the trajectory is down. Less innovation visible, more incumbency. The 2026 question for buyers: is the brand familiarity worth the methodology lag?
The read
The 2026 question isn’t “which currency wins?” It’s “which two currencies become the verification standard?”
Most senior teams now report against two currencies side-by-side, treating the spread as the measurement noise floor. The smart move for brands: pick two currencies that reflect different methodologies — panel + identity-match, or panel + clean-room. Don’t pick two that share methodology. The redundancy doesn’t add signal.
“Pick two methodologies, not two vendors. The spread is the measurement.”
The 2026 default I’d recommend to most brands: VideoAmp + iSpot. Modern panel + identity. Strong on the disciplines that matter for CTV. Spread is reportable, defensible, and clears at upfront.
For brands with heavy linear continuity: Comscore alongside one of the modern stacks. The continuity matters more than the methodology purity in some buyers’ contexts.
A working note. If you’re picking your 2026 currency stack and want a second opinion on the methodology fit — direct line at hello@odellnco.com.