How we make this list: we compare pricing pages, product documentation and public user reviews. Ratings come from G2, Capterra or Trustpilot, with the date we checked them.
Key takeaways
- This is a companies list: these are measurement firms and platforms you contract with, not self serve apps, and none publishes prices, so every entry says see website.
- Nielsen remains the trading currency for most TV deals, while iSpot leads the challenger pack on real time cross platform measurement and outcomes.
- EDO measures what an ad makes people do next, such as searching and visiting, and TVision measures whether anyone was in the room and looking at the screen.
- No vendor sees all of CTV. Apps restrict measurement, data sources differ, and lift figures from the same campaign can disagree between vendors, so methodology questions matter more than logos.
Quick comparison
| Tool | Best for | Starting price | Free plan |
|---|
 iSpot | Real time cross platform measurement and outcomes | See website | No |
 Nielsen | The currency most TV deals still trade on | See website | No |
 EDO | Engagement outcomes such as search and visits | See website | No |
 VideoAmp | Big data planning and cross platform reach | See website | No |
 Comscore | Cross platform audience measurement and ratings | See website | No |
 TVision | Attention and co viewing measurement | See website | No |
 Samba TV | Smart TV viewing data at household scale | See website | No |
 Innovid | Ad serving with built in CTV measurement | See website | No |
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The best CTV advertising measurement companies in 2026
#1
iSpot
Best for: Real time cross platform measurement and outcomes
Visit ispot.tv
Starting priceSee website
Free planNo
iSpot is the challenger that got furthest. It watches television and streaming output continuously, identifies ads as they air, and reports reach, frequency and attention signals while a campaign is still running, then layers outcome attribution on top: did exposed households visit, buy or book? Deals such as its Roku partnership feed attributed outcomes back into platform optimisation, and network deals in 2026 extended outcomes measurement across broadcaster streaming properties.
For a brand spending seriously on CTV, iSpot is usually the first name on the shortlist for the decision layer: which networks, programmes and creatives are working this week. Keep the CFO's questions ready, though. Attribution windows and modelled conversions are choices, and the same campaign measured two ways will give two answers. Agree the methodology before the campaign, not during the argument after it.
What we like- Detects TV ads in near real time across linear and streaming, links exposure to outcomes such as site visits, store visits and sales with network and platform partnerships, deep historical ad occurrence data, used by many large brands and networks as an alternate currency and optimisation layer
Watch out for- Enterprise contracts only, outcomes depend on the conversion data you can legally connect, coverage gaps remain where apps restrict measurement, its numbers and Nielsen's numbers for the same campaign can differ enough to need a house rule on which governs
Starting priceSee website
Free planNo
However the challenger story is told, Nielsen is still the number printed in the contract. Its measurement now combines the long running people panel with return path and smart TV data at scale, and its ratings remain the reference point for guarantees, make goods and year on year comparisons across the US television market.
The fair criticism is pace and transparency rather than relevance. Methodology shifts move real money, so they are fought over publicly, and buyers who want fast outcome reads usually run Nielsen for the deal and a challenger for the steering. If you buy national TV in the US, you will deal with Nielsen whether it tops your own list or not, which is exactly why it belongs near the top of this one.
What we like- The incumbent currency that upfront deals and guarantees still reference, panels combined with big data from set top boxes and smart TVs, accredited measurement with published methodology, the common language agencies, networks and brands all already speak
Watch out for- Panel plus big data fusion is complex and its changes draw industry disputes, pricing and contracts are heavyweight, challengers are faster on in flight outcomes, streaming coverage depends on which apps allow its tags and SDKs
#3
EDO
Best for: Engagement outcomes such as search and visits
Visit edo.com
Starting priceSee website
Free planNo
EDO answers the question the reach vendors cannot: the ad ran, but did anyone do anything? It tracks spikes in brand search and website activity following an exposure, down to the creative and the programme position, which makes it a sharp tool for judging which ad works rather than merely which ad aired. Its sports reporting, including detailed Spanish language World Cup analysis in 2026, shows the granularity buyers use it for.
The limit is in the definition. A search spike is evidence of interest, not revenue, and some categories, such as low involvement packaged goods, rarely trigger searches at all. EDO works best as the effectiveness layer beside a reach currency, and its strongest users treat it that way rather than asking it to be both.
What we like- Measures the behaviours ads trigger, especially search activity and site visits, in the minutes after exposure, strong on creative comparison and sports and tentpole events, publishes detailed outcome reporting by programme, pod and creative, a genuinely different signal from reach based vendors
Watch out for- Engagement is a proxy, not a sale, and suits considered purchases unevenly, the metric rewards ads that provoke curiosity, which is not every brand's goal, coverage and benchmarks lean on its own panel and partnerships, enterprise pricing
Starting priceSee website
Free planNo
VideoAmp set out to beat Nielsen with census style data and became a core planning and measurement platform for several big agencies. Its pitch joins the plan to the measurement: build the cross screen schedule from its data, then reallocate in flight towards what the same system says is working, now with AI agents wrapped around that workflow.
Buyers should weigh two things the sales deck will not lead with. Trade reporting through 2025 and 2026 described a company under financial pressure, which matters when you sign a multi year measurement contract. And the observe and grade loop deserves a direct question in any pitch meeting: where the system sees inventory best, that inventory can look like it performs best. The platform is capable; the diligence burden is real.
What we like- Built on large scale smart TV and set top box data for planning and measurement in one system, cross platform deduplicated reach across linear and streaming, agency holding company relationships, has pushed hard into AI assisted planning and in flight reallocation
Watch out for- The company has been through public financial strain, including an investor writing down its stake heavily, long publisher data integrations are required for the deepest features, a vendor optimising spend and grading the result with the same data deserves scrutiny, currency ambitions have receded as the market settled
Starting priceSee website
Free planNo
Comscore is the other long standing ratings name. Its cross platform products measure audiences across linear TV, CTV and digital video, and its local market measurement is a staple for regional broadcasters and advertisers who buy market by market rather than nationally.
In CTV specifically, Comscore's value is the unified audience view: the same household seeing a campaign on a broadcaster's stream and a FAST channel should count once, at a known frequency. It competes less on real time outcomes theatre and more on the planning numbers agencies build schedules from, which makes it a steadier, duller and often cheaper conversation than the currency fight at the top of this list.
What we like- Long established cross platform audience measurement across TV, streaming and digital, local television measurement strength in US markets, person level audience estimates used in planning, a credible independent alternative with a long ratings history
Watch out for- Has spent years as the number two in a Nielsen led market, CTV depth depends on its data partnerships, product sprawl across media and digital can complicate buying, outcomes and attribution are partners and add ons more than the core
Starting priceSee website
Free planNo
Every other vendor in this list mostly counts opportunities: an ad was delivered to a screen. TVision measures the missing half, whether anyone was present and paying attention, using cameras in consenting panel homes that register eyes on screen. Its co viewing data also corrects a quiet CTV distortion: one stream often means two or three viewers.
The numbers routinely change buying decisions, because programmes and placements with identical ratings can differ sharply in actual attention. The limits are scale and scope. A panel estimates rather than enumerates, and attention still has to be connected to outcomes by the buyer. As a supplement that keeps the reach vendors honest, it is one of the most interesting companies in the category.
What we like- Measures whether people are actually in the room and looking at the screen, using an opt in panel with computer vision, co viewing data shows how many people watch a CTV ad together, attention benchmarks by programme, platform and daypart, a signal no impression counter can give you
Watch out for- Panel based, so it estimates attention rather than counting every household, attention is an input to effectiveness, not an outcome, smaller company focused on one hard problem, usually bought as a supplement rather than a primary system
#7
Samba TV
Best for: Smart TV viewing data at household scale
Visit samba.tv
Starting priceSee website
Free planNo
Samba TV's asset is the television itself. Its technology sits inside smart TVs from many manufacturers and recognises what is on screen, giving it a household level view of viewing that spans linear channels, streaming apps and consoles on the same set. That cross source view is precisely what CTV measurement struggles to assemble.
Advertisers mostly encounter Samba as data: for deduplicated reach, for finding households a buy missed, and for measuring exposure across the screens in a home. The questions to ask are representativeness and consent. Smart TV homes are not all homes, and regulators and viewers alike are paying more attention to viewing data practices, so ask any vendor using TV panel data exactly how consent and opt out work.
What we like- Automatic content recognition data from tens of millions of smart TVs, sees what is watched across broadcast, cable, streaming and gaming on the same set, used for measurement, targeting and reach extension beyond a buy, global footprint across many TV brands
Watch out for- Represents smart TV households, which skews the universe it measures, data licensing model means you often meet Samba inside other products, privacy expectations around TV viewing data keep tightening, outcome measurement usually comes through partners
#8Innovid
Best for: Ad serving with built in CTV measurement4.1/5 on
G2 (375 reviews, checked Oct 2026)
Visit innovid.com
Starting priceSee website
Free planNo
Innovid is the ad serving entry: it delivers CTV ads for major brands and measures them from the server logs, which gives buyers one consistent count of impressions, reach and frequency across publishers rather than a pile of conflicting platform reports. Interactive formats, such as choosing an ad ending or scanning to shop, produce engagement data native platforms rarely share.
Since Mediaocean's acquisition, Innovid sits inside a larger advertising infrastructure group, which buyers should factor into roadmap conversations. Its measurement is best read as operational truth, what was served where, rather than market currency. For brands whose CTV serving already runs through it, it is often the first measurement layer switched on, with a currency vendor added for the deal.
What we like- An independent ad server for CTV with measurement attached, so delivery and reporting live in one log, interactive and personalised CTV creative formats, reach and frequency reporting across publishers, avoids relying solely on each publisher's own numbers
Watch out for- Measurement from your ad server is convenient but not the same as an independent currency, deepest value needs your CTV volume served through it, now part of Mediaocean, so the roadmap sits inside a larger group, pricing is contract based
How we chose
This list covers the companies a US advertiser will realistically be pitched in 2026 for CTV measurement, across the four jobs the category actually splits into: trading currency, cross platform reach, outcomes and attention. We checked current trade reporting on each firm's position, including the settling of the currency contest and the shift to outcomes buying. Platform owned measurement, such as a single streamer's own dashboard, was excluded because it grades its own homework. We did not claim hands-on testing; contracts in this category are bespoke, so every price says see website and the diligence questions in each entry matter more than any ranking, including ours.
Questions to ask any CTV measurement vendor before you sign
Start with coverage, in writing. Which apps and platforms does the vendor measure directly, which are modelled, and which are missing entirely? Some streaming environments restrict third party measurement by contract, and the honest answer includes gaps. A vendor that claims total coverage of CTV is telling you something about its sales culture.
Move to identity and dedup. CTV is bought by household and watched by people, so ask how households are matched across devices, how co viewing is handled, and how often the identity graph is refreshed. Reach numbers live and die on these choices, and two vendors can report the same campaign ten points apart purely on methodology.
Then press on outcomes. What counts as a conversion, who set the attribution window, and can the vendor show a case where its measurement told a client their ads were not working? Attribution that always finds lift is a sales tool, not a measurement system. Ask also whether the same company optimises the spend it grades, and how that conflict is managed.
Finally, contract for the argument in advance. Agree which vendor's number governs the deal, which governs optimisation, and how discrepancies get resolved, before the campaign runs. Most CTV measurement pain is not bad data; it is two defensible numbers and no agreed rule for which one wins.
Frequently asked questions
What is the difference between currency and outcomes measurement?
Currency measurement is the agreed number a deal is priced and guaranteed on, historically Nielsen's ratings. Outcomes measurement links ad exposure to behaviour afterwards, such as visits, searches and sales. Most large advertisers now use both: currency to settle the buy, outcomes to steer it.
Can any company measure all of my CTV ads?
No. Some streaming apps restrict outside measurement, data sources cover different slices of households, and part of every vendor's picture is modelled. The practical goal is the most complete, best documented coverage for the platforms you actually buy, plus a clear statement of the gaps.
Why do two vendors give different reach numbers for the same campaign?
Because they build the number differently: different panels and data feeds, different household matching, different rules for what counts as a viewable impression and how co viewing is estimated. The gap is normal. Decide in advance which vendor governs which decision.
Is Nielsen still necessary if I use iSpot or VideoAmp?
For most national US buys, yes, because guarantees and upfront commitments still reference Nielsen. Challengers increasingly drive the in flight decisions and the outcomes conversation. Many brands run Nielsen for the contract and a challenger for the steering, and budget for both.
How much do these companies charge?
None publishes pricing. Contracts are enterprise agreements priced on spend measured, markets, data feeds and term length. Expect a sales process, a pilot on one campaign if you push for it, and meaningful minimums at the top end of this list.
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Is your product missing or out of date?
We review this list regularly. Vendors can request a listing, send updated pricing or ask about featured placement.
Shihab Mia · Founder, Rankite
Shihab has 5+ years in B2B and SaaS SEO. He writes Rankite's software buying guides from pricing pages, documentation and public user reviews. More about Shihab.