The Video Advertising Bureau today expanded its Advanced Measurement Solutions Directory to 20 companies, adding Comcast Advertising, Infinitum and PurpleLab to a catalog that maps how vendors measure television across linear, streaming and connected TV. The update, distributed to publishers and marketers on July 21, 2026, arrives at a moment when the television industry is questioning who is allowed to grade its own advertising and which measurement numbers can be trusted.

The trade body, which represents premium multiscreen television providers and distributors, published the refreshed reference guide as a 36-page document. According to VAB, the directory was built to help marketers, programmers and others in the video ecosystem navigate a market crowded with measurement platforms and products. The organization described the guide as a compilation of topline vendor capabilities and case studies, developed in partnership with the solutions themselves.

The three additions bring the roster to 20 named partners. According to VAB, the newly added companies are Comcast Advertising, Infinitum and PurpleLab. They join 17 solutions carried in earlier versions of the directory: Affinity Solutions, Ampersand, Blockgraph, BrightLine, datafuelX, EDO, IQVIA Digital, iSpot, Leap Media Group, LG Ad Solutions, Mediaprobe, PREMION, RSLT, Samba TV, TVision, Upwave and VideoAmp.

What the directory catalogs

The guide organizes vendors against four measurement categories drawn from VAB's "What's the Deal with Measurement" series: viewership data collection, identity, engagement and outcomes. Each listed solution plays a role in at least one of those categories. The framing reflects a shift the trade body has argued for repeatedly, that campaign measurement should extend past counting impressions to quantifying attention, incremental lift and business results.

That argument is not confined to VAB marketing materials. The Media Rating Council and the Interactive Advertising Bureau finalized attention measurement guidelines in November 2025, establishing minimum requirements for transparency and comparability after years of inconsistent vendor methodologies. Those same guidelines cautioned that attention should not be treated as a direct measure of campaign outcomes, a note that draws a line between the engagement metrics several directory vendors sell and the sales results others promise.

Each vendor profile in the directory carries self-reported scale figures and case-study numbers rather than independently audited results. Ampersand states that it represents 117 million multiscreen households and 75 percent of the addressable household footprint in the United States, receiving viewership data from 64 million households across more than 200 designated market areas. LG Ad Solutions cites a network of more than 336 million devices reached through its Automatic Content Recognition technology. IQVIA Digital reports measurement across more than 318 million non-identified patients, drawing on over 150,000 data suppliers and 1.3 billion medical claims. TVision describes a first-party dataset covering more than 15 billion viewing seconds, 14 million viewing sessions and 31,100 brands tracked.

VideoAmp lists a viewership footprint of 40 million households and 65 million devices, and claims 880 percent year-over-year growth alongside 98 percent coverage of the television publisher ecosystem, 11 agency groups and more than 1,000 advertisers. According to a Warner Bros. Discovery study VideoAmp cites, its identity approach delivered up to three times more targetable identifiers and 200 percent higher match rates than traditional methods. The figures originate with the vendors and their commissioned research, and readers weighing them should note that each company has a commercial interest in the numbers it submits.

The three new entries

Comcast Advertising enters the directory built around its Outcomes+ suite of activation and attribution tools. According to the company, it starts with 30 million Comcast households to power targeting, reaches more than 100 million people within its footprint, and extends to more than 300 million people in the United States through streaming, supply and affiliate partnerships. The company lists access to more than 150 billion annual impressions and more than 400 audience segments, and names measurement partners including Clarivoy, DISQO, Dynata, Fandango, Mastercard, Polk and Sojern. Its profile details LENS, a tool for analyzing incremental reach among households with limited exposure to national campaigns, and Blockgraph On Demand for privacy-safe data matching.

The Comcast case study included in the directory covers an automotive dealer campaign run across owned designated market areas between October 1 and December 28, 2025. According to the study, coordinated targeting across addressable and streaming television drove a 35 percent lift in new or used conversion rate versus a control group, a fivefold lift in high-intent site actions, and brand-favorability performance indexed at 2.7 times the control. The sales figures were produced through a Polk sales matchback to Comcast exposure data, based on measurable Comcast households only, and the brand-lift results came from a study conducted with Dynata. The listing arrives with Comcast Advertising already a recurring subject of PPC Land coverage: the company made traditional TV inventory biddable through a programmatic marketplace in October 2025.

Infinitum is presented as a streaming measurement platform built for connected TV. According to the company, more than 70 percent of premium video ad impressions are served on CTV while most engagement happens on phones, tablets and desktops, a split its product is designed to bridge. The platform connects ad exposure to on-site outcomes using deterministic, household-level IP matching within a rolling 28-day window, without cookies, panels or modeled assumptions. It reports being tag-compatible with Roku, SpringServe and Google Tag Manager, with no software development kit dependency.

PurpleLab rounds out the trio as a healthcare analytics company offering an advertising suite for pharmaceutical and life sciences marketers. Built on its HealthNexus platform, the company reports combining more than 14 billion annual medical claims, more than 3 million healthcare providers and more than 330 million United States patient lives. According to PurpleLab, its offering includes the first social media measurement solution for healthcare, delivered through data clean rooms with Decentriq, and an eligibility alerts feature providing four to seven days of pre-visit intent signals. The company ties media exposure to metrics including audience quality, script lift and healthcare-professional visits.

Why a vendor directory matters now

A refreshed list of measurement companies would ordinarily be a routine trade-body publication. What gives this edition weight is the state of the market it catalogs. Television measurement is passing through its most contested period in years, and the central dispute concerns trust in the numbers.

For decades, a single company set the currency. That arrangement is fraying. Research examining the financial viability of competing measurement firms found the United States market worth 1.5 to 2 billion dollars annually, with Nielsen capturing 85 to 90 percent of revenue and competitors including Comscore and VideoAmp splitting the remainder. The study concluded the market is theoretically large enough to sustain several measurement companies, but that switching costs, trend breaks and retraining make displacement difficult.

The fragility became public this year. Nielsen altered seven television currency metrics tied to retaining its 2024 to 2026 Media Rating Council accreditation, documented in a July 14, 2026 explainer with a planned currency deployment of August 31, 2026. The changes forced buyers to re-check audience assumptions mid-year. Earlier, a dispute over Nielsen's Gauge report crystallized a deeper worry among agency strategists: that television could come to resemble the rest of digital media, more granular in places but also more contestable, with no shared baseline that all parties trust. The directory's identity and viewership-data categories sit directly inside that fault line, since they represent the alternative and complementary currencies buyers are testing.

The self-grading problem

A second pressure runs through the directory. Many measurement vendors are owned by, or commercially entangled with, the media companies whose advertising they measure. Comcast Advertising is a case in point, since it both sells premium video inventory and offers attribution tools that report on that inventory's performance. Ampersand is owned by Comcast, Charter and Cox. Blockgraph is owned by Charter, Comcast NBCUniversal and Paramount. LG Ad Solutions measures inventory on LG smart televisions.

That entanglement is precisely the concern reshaping the sector. In April 2026, Viant acquired TVision for 40 million dollars in a deal framed around ending television's self-measurement problem, a transaction that raised questions about whether TVision's agreements with iSpot, VideoAmp and Oracle, central to alternative-currency efforts, would be wound down in favor of exclusivity. TVision remains listed in the VAB directory. The broader unease about platforms grading their own homework surfaced elsewhere too: when Comcast's traffic model came under scrutiny and CTV measurement divided, reporting noted that OpenAI's advertising pilot amounted to the platform grading its own results, with third-party measurement identified as the natural corrective. The same logic that pushes a search-and-social platform toward independent verification applies to a cable operator that measures its own television advertising.

The directory does not resolve any of this. It is a marketing compilation, and its numbers are vendor-supplied. Yet it functions as a snapshot of which companies are positioning themselves as the deterministic, privacy-forward alternatives that buyers are hunting as confidence in a single currency erodes. Several profiles lean explicitly on that positioning. RSLT states that its approach does not rely on pixels, IP addresses or persistent identity graphs. Infinitum and Affinity Solutions both foreground deterministic matching over modeled estimates. Research cited across trade coverage this year, including a finding that IP-address-to-postal matching is accurate only 13 percent of the time, has become shorthand for why deterministic claims now carry a commercial argument worth repeating.

The scale backdrop

The directory update lands against a measurable expansion in the audience it serves. VAB's own 12th annual streaming analysis, published in March 2026, found that ad-supported streaming now reaches 209.4 million United States viewers and that connected TV will represent 43 percent of television advertising budgets in 2026. Nielsen data cited in that period recorded streaming eclipsing the combined share of broadcast and cable for the first time. As dollars move toward streaming and connected environments, the pressure to prove those dollars work, and to prove it with numbers buyers can audit, intensifies.

VAB frames the guide as a living document. According to the trade body, it expects the directory to keep growing and invites additional measurement solutions to submit their capabilities for inclusion. Access to the full report is offered free to marketers, agencies and VAB members through an account, alongside the organization's broader library of guides and case studies. The trade body is also promoting a three-part executive roundtable series titled "The State of TV Measurement 2026," scheduled for August 3 through August 5, 2026.

The directory carries an inherent framing to keep in view. VAB is a trade organization whose members are premium multiscreen television sellers, which gives it an interest in findings and vendor rosters that support the value of television advertising. The document is a curated marketing resource assembled with vendor cooperation, not an independent audit of measurement accuracy. For buyers navigating a fractured currency landscape, it offers a map of the players. It does not, on its own, settle which of their numbers to believe.

Timeline

  • November 3, 2025: MRC and IAB release attention measurement guidelines establishing minimum transparency and comparability standards, while cautioning that attention is not a direct outcome measure
  • December 28, 2025: Comcast Advertising automotive dealer case study concludes, reporting a 35 percent conversion-rate lift versus control
  • March 2026: VAB publishes its 12th annual streaming report finding ad-supported streaming reaches 209.4 million US viewers and CTV at 43 percent of TV budgets
  • April 15, 2026: Viant acquires TVision for 40 million dollars, framed around ending TV's self-measurement problem
  • July 14, 2026: Nielsen documents seven television currency metric changes tied to MRC accreditation, with deployment planned for August 31, 2026
  • July 21, 2026: VAB distributes the refreshed Advanced Measurement Solutions Directory, adding Comcast Advertising, Infinitum and PurpleLab to bring the roster to 20 companies
  • August 3 to 5, 2026: VAB's "The State of TV Measurement 2026" executive roundtable series scheduled

Summary

Who: The Video Advertising Bureau, a trade organization representing premium multiscreen television providers and distributors, added Comcast Advertising, Infinitum and PurpleLab to its directory, joining 17 existing measurement vendors.

What: VAB expanded its Advanced Measurement Solutions Directory to 20 companies, a 36-page reference guide cataloging vendor capabilities across four categories: viewership data collection, identity, engagement and outcomes. The figures throughout are vendor-supplied rather than independently audited.

When: The refreshed directory was distributed to publishers and marketers on July 21, 2026.

Where: The guide covers measurement across the United States television ecosystem, spanning linear, addressable, connected TV, streaming and cross-screen environments.

Why: The update matters because television measurement is passing through a contested period marked by fracturing confidence in a single dominant currency, questions about vendors grading advertising on inventory they or their owners sell, and a measurable migration of budgets toward streaming and connected TV. The directory maps the companies positioning themselves as deterministic, privacy-forward alternatives, though it settles none of the disputes over which numbers to trust.