Two years after Vice thrilled a packed house at Spring Studios with a boxing match featuring “Fresh Off the Boat” star Eddie Huang and Vice producer Niall Cooney, media’s reformed bad boys tried another tack Wednesday afternoon. During a presentation focused on its overhauled website, Vice CRO Dominique Delport took a moment to discuss “the industry failure to deliver brand measurement” and announce a new audience measurement methodology it was using to count its audience (attendees were sent a four-page presentation on that methodology earlier in the day).

After years of glitzy presentations and whiz-bang displays of technology, publishers participating in the 2019 IAB NewFronts are spending more time talking about things like audience measurement and ad effectiveness, rather than big top-line audience numbers or video views.

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