Daily March 21

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In this season of tectonic change in the world of media around tracking — from cookie deprecation to Nielsen’s continued ratings depreciation to the onslaught of new forms of measurement flooding the digital and video marketplaces — the words “measurement” and “currency” get bandied about. Often interchangeably. A breakdown below.

• WTF is the difference between measurement and currency?
• Mailboxes are getting more crowded as more DTC brands diversify their advertising mix.
• An L.A.-based independent media agency not only landed nine new clients last year, but it’s also now expanded its programmatic trading desk to incorporate AI-algorithmic measurement elements. More in this Digiday+ Media Buying Briefing.