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As the television landscape continues to evolve rapidly with linear, streaming and social video, outcomes and optimization have quickly become all the rage. We sat down with iSpot President and CRO Julie Van Ullen to discuss the importance of understanding outcomes, new currencies, and more in a fragmented media landscape.

The rapidly accelerating evolution of the modern television and video advertising landscape. With linear viewership contracting and streaming, YouTube, and social video expanding exponentially, advertisers are clamoring for outcomes-based measurement and optimization. So we sat down with iSpot Founder and CEO Sean Muller,  whose focus spans the entire cross-platform media lifecycle, to get some answers to our burning outcomes-based questions.

We’re on a mission to create not just the measurement of the future, but solutions that allow brands and media sellers to measure and reach everyone, regardless of their demography. That is why we are thrilled to be named the official measurement provider for Fuse Media—a leading Latino-owned media company that boasts Billboard Español TV Complex TV and El Rey as part of their portfolio.

We sat down with Michele Resnick, VP of Campaign Effectiveness at Warner Bros. Discovery. With decades of experience in measurement and media effectiveness, Resnick shared how her work spans the full marketing funnel—connecting upper-funnel brand outcomes like awareness and favorability to lower-funnel performance metrics and business results. In the conversation, Resnick also spoke to the industry’s growing complexity, particularly around fragmentation and the increasing importance of outcomes.

Resources Reports Streaming investments are rising, outcomes emerge as the most critical KPI, and AI is reshaping workflows. See what top marketers are saying about their video ad spend and strategies.

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According to iSpot’s annual Video Ad Spend and Strategy Report–which surveys marketers in the industry–the 2026 Upfronts will be defined by stable marketing budgets but a clear acceleration toward digital platforms, outcome-based measurement and a deeper look at how AI will fundamentally reshape the media market. Here are some other key takeaways from the iSpot survey: Budget Conscious: Nearly three-quarters of marketers (73%) expect their 2026 marketing budgets to stay the same or increase.

Hosted by Gain Theory in NYC, this one-day, ANA members-only conference will feature marketers presenting a wide range of measurement topics, challenges, and opportunities you won’t want to miss. Join us to elevate your measurement practice with a full day of expert-led discussions, interactive Q&A sessions, and valuable networking with peers. Don’t miss our session below: Thursday, May 28th, 2026 | 1:00 – 1:30pm What Does Outcome Measurement Really Mean?

Two weeks ago, iSpot brought together brand leaders, publishers and measurement practitioners for TV Disrupt 2026, and the timing couldn’t have been better. AI is reshaping every corner of the industry. But trust hasn’t kept pace. This year’s TV Disrupt theme—Putting the Ad Intelligence in AI—was iSpot’s answer to the moment. Not AI for the sake of it. Rather, AI built on unified and verified ad data across creatives, audiences, and outcomes.

For years, advertisers measured and optimized YouTube performance on a separate playing field from the rest of their video ad spend—a standalone report that never quite connected to the broader audience picture. But for the typical TV viewer, that separation doesn’t exist. When they sit down to watch something, YouTube often carries the same weight for consideration as any other network or streaming platform.