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As streaming continues to reshape the TV landscape, marketers are increasingly looking beyond impressions and reach to understand what actually drives business results. That shift has made trusted measurement, transparent data, and outcome-based optimization more important than ever.

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iSpot has officially released The Definitive Guide to Outcome Measurement, a foundational framework designed to help brands navigate the complexities of modern TV and video advertising. Developed in collaboration with iSpot’s Client Advisory Board — comprising over 20 top brand marketers — this guide establishes the industry’s best practices for accurately quantifying advertising effectiveness.

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The first half of 2026 was nothing short of a blockbuster for TV advertisers. Between high-stakes live sports, the action of the 2026 Milan Cortina Winter Olympics, reliable daytime mainstays, and a continuous battle between insurance giants, brands had to deploy sophisticated, cross-platform strategies to capture consumers. According to iSpot data, estimated national TV ad spend topped $20.46 billion in H1 2026, generating a staggering 2.79 trillion impressions.

Advancing the future of advertising takes strong partnerships. That’s why we’re excited to deepen our partnership with FOX Advertising, expanding our work together to deliver always-on attribution and outcomes measurement through the FOX AdStudio.

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Look at nearly any media representation survey and you’ll find that Hispanic audiences—as well as African American and LGBTQ—are wildly underserved. Fuse Media, a Latino-owned global entertainment company, is one of the few specifically serving them creating and distributing FAST owned and operated channels to multicultural audiences, as well as Culture Collective, a multi-network advertising and content ecosystem for streaming.

Hennessy has debuted “Very Special Cocktails,” a new collection of ready-to-serve bottled recipes crafted with Hennessy Very Special. To support the launch, the French cognac brand partnered with Highlanders Creative to develop the “It’s Henny Season” campaign, which transitions the brand from customary luxury settings into casual, warm-weather scenes.