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# iSpot’s Muller: publishers, not just advertisers, are now chasing outcomes
- URL: https://fabric-media.ghost.io/ispots-muller-publishers-not-just-advertisers-are-now-chasing-outcomes/
- Published: 2026-08-27T14:29:50.000Z
- Updated: 2026-08-27T16:03:08.000Z
- Description: Advertisers have measured outcomes for years. Now, says iSpot CEO Sean Muller, publishers are adopting it too — chasing apples-to-apples comparisons across linear, streaming, YouTube and TikTok on one lift methodology.
- Author: Fabric.Media Editorial
- Tags: Measurement

**Why it matters.** Once every channel is judged by the same lift methodology, publishers lose the ability to claim credit using channel-specific metrics that can’t be compared head to head.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.themeasure.net/big-brains-w-evan-shapiro-ispots-sean-muller/?ref=fabric-media.ghost.io)*.*