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# Op-ed: independent ad measurement is dead outside of TV
- URL: https://fabric-media.ghost.io/op-ed-independent-ad-measurement-is-dead-outside-of-tv/
- Published: 2026-09-01T12:58:44.000Z
- Updated: 2026-09-01T12:58:44.000Z
- Description: Dave Morgan argues Alphabet, Meta, Amazon, Microsoft and TikTok now represent 65% of U.S. ad spend and self-report the vast majority of it, while Nielsen’s renewed contracts keep independent currency intact only for linear TV.
- Author: Fabric.Media Editorial
- Tags: Measurement, Dave Morgan

**Why it matters.** Buyers negotiating with the five biggest platforms have no independent audit of the numbers they're paying against, unlike on linear TV where Nielsen still sets the currency.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=fabric-media.ghost.io) *·* [*Dave Morgan*](https://fabric-media.ghost.io/tag/by-dave-morgan/) *·* [*read the original*](https://www.mediapost.com/publications/article/417514/independent-ad-measurement-outside-of-tv-is-dead.html?ref=fabric-media.ghost.io)*.*