# Yan Liu Explains Disruption in Audience Measurement for Goldman Sachs Webcast

January 26

Yan Liu joined Goldman Sachs' George Tong for a discussion about current disruptions in audience measurement and the future of the industry. Yan touched upon the role of panels in big data, new currencies, and how CTV is disrupting TV.

You can listen to the [full webcast here](https://event.webcasts.com/viewer/event.jsp?ei=1519766&tp_key=dc2f73bec5) or review the summary below.

## The Future of Panels  
In the webcast, Yan explains that the future of media currency is shifting from panels exclusively to a fusion between panel data and big data sets, such as set-top-box or server ad log data.  [Panels are now being used as calibration panels](/content/resources/the-role-of-panels-in-big-data/index.html), not data sets on their own. Calibration panels must be fully transparent in order for measurement companies to understand any bias and effectively integrate the panel's data with their big data set.

A short while back, the [WFA introduced a framework for cross-media measurement](https://wfanet.org/leadership/cross-media-measurement) and defined how to fuse data sets. Under these guidelines, the big data set provides the quantity tune-in information - household-level data. Calibration panels are used to get the big data down to the person-level, accurately identifying which member of the household is watching, and supporting correct data for metrics such as co-viewing.

## Alternative Currencies  
George also had several questions on alternatives to TV ratings as a currency. The industry is debating this topic in earnest. Yan explained that the industry requires currencies that support cross-platform capabilities and effective CTV measurement. TV media is significantly more fragmented than it was when ratings became the primary currency. Relying on only one currency for TV does not enable more sophisticated transactions based on the value delivered. In general, there is demand from both the sell and buy-side to abandon the single currency approach.

## Media Measurement Landscape Future  
The biggest change impacting the TV industry right now is the [explosive growth in CTV](https://info.tvisioninsights.com/ctv-advertising-report-december-2021-0).  CTV accounts for almost 30% of CTV viewership right now, and that is set to increase every year. Yan points out that as CTV becomes more dominant in the coming years, these publishers, who can accurately measure ad delivery in their own apps will continue to have more control. They will likely pursue partnerships with outside measurement companies (akin to the role that Moat or DoubleVerify plays in the digital space) that will validate their impressions against industry metrics and enable the adoption of alternative currencies.

On the flip side, brands may not want too many alternative currencies - as unlimited currencies will place an undue burden on the buy-side. Instead, Yan predicts that the industry will consolidate around a few key value-based alternative currencies - such as attribution, and [attention](/content/resources/adage-anheuser-bush-uses-ae-targeting-tool-to-guarantee-people-are-actually-watching-tv-ads/index.html). Brands want the flexibility to choose between these currencies to select the best one for their specific situation.

TVision is committed to supporting the development of next-generation TV measurement solutions and alternative currencies.  Listen to the full webcast to hear more from Yan about the [future of TV measurement.](https://event.webcasts.com/viewer/event.jsp?ei=1519766&tp_key=dc2f73bec5)

## More resources from TVision  
[TVision's New TV Attention and Creative Impact Report](/content/resources/tvisions-new-tv-attention-and-creative-impact-report/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.

[TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](/content/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform.

[TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](/content/resources/tvisions-new-state-of-streaming-report-h2-2025/index.html)