It’s upfronts week, with many of the big TV networks, from Fox to Disney, Warner Bros. Discovery and NBCUniversal hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in Nielsen, Comscore, VideoAmp and ISpot all jockeying to be the dominant measurement currency and there’s a lot to talk about.Blockgraph co-founder and CEO Jason Manningham joins The Current Report to break it all down, plus how identity fits into the conversation and if there will ever be dominant walled gardens within the streaming space._______To read the full stories included in this episode:Retail data is entering the upfronts as measurement gets more important: https://www.thecurrent.com/retail-data-upfronts-ctv-streaming-identity-authenticationHow streaming consolidation could impact future upfront deals: https://www.thecurrent.com/streaming-consolidation-upfront-mediaFuture of TV Briefing: Upfront ad sellers prep performance-based pitches to address ad buyers’ ROI obsession: https://digiday.com/future-of-tv/future-of-tv-briefing-upfront-ad-sellers-prep-performance-based-pitches-to-address-ad-buyers-roi-obsession/NBA Hunger Games Enter the Fourth Quarter: https://puck.news/nba-rights-negotiations-enter-fourth-quarter/TV upfronts and Newfronts calendar: https://adage.com/article/special-report-tv-upfront/tv-upfronts-and-newfronts-2024-calendar/2542376_______The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH_______Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: https://bit.ly/3SAM0wR