WTF is the difference between measurement and currency?

The words “measurement” and “currency” get bandied about, often interchangeably. But they are not the same, and one cannot and should not take the place of the other.  March 21, 2022 You might notice the Digiday Daily Newsletter coming in at different times over the next few weeks. We’re running some tests to figure out what works best for our readers. If you have any feedback, please email us at [help@digiday.com](mailto:help@digiday.com?utm_medium=email&utm_campaign=digidaydis&utm_source=daily&utm_content=220321). 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](. Other things to know about Top Stories Ivy Liu [Future of Measurement]( [WTF is the difference between measurement and currency?]( The words “measurement” and “currency” get bandied about, often interchangeably. But they are not the same, and one cannot and should not take the place of the other.  howdy! [DTC Era]( ['Mailboxes crowded': How DTC brand Parachute is looking to stand out with 'whimsical' brand imagery as more brands diversify with direct mail]( Mailboxes are getting more crowded as more DTC brands diversify their advertising mix. [Sponsored by MNTN]( [A marketer’s guide to creative refresh for CTV]( To drive CTV ad performance, brands are creating multiple variations of different ad units to serve audiences. Download this guide to learn how marketers are using metrics to inform creative refreshes. Advertisement howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Media Buying Briefing: How indie Exverus grew its clients and programmatic practice to behave more like a big shop]( The L.A.-based independent media agency not only landed nine new clients last year, it’s now expanded its programmatic trading desk to incorporate AI-algorithmic measurement elements. [Sponsored by Wiland]( [Marketers are onboarding data partners that deliver on privacy and performance]( Personalization and privacy work in tandem when it comes to the new digital marketing manifesto, but marketers must find the right data partner to ensure they deliver on both. howdy! [Subscriptions]( [How publishers are working to make their Russia-Ukraine coverage available to readers in those countries]( Publishers are lifting paywalls and creating Telegram channels to reach readers in Ukraine and Russia with their coverage of the war. Advertisement [Sponsored by Passendo]( [How publishers are reimagining email advertising with real-time ad serving]( Media companies are updating their email newsletter offerings to utilize new native formats and transform the outcomes they can deliver for advertisers. howdy! [Gaming & Esports]( [Why — and how — the IAB is developing new measurement standards for in-game ads]( The task force was inspired by the MRC’s decision to release a September 2021 interim guidance memo discussing shortcomings in the IAB’s 2009 standards. howdy! [Brands in Culture]( ['Honesty goes a really long way': Why Nando's chicken is keen on social commentary ads]( While most brands have played it safe during the polarized pandemic, Nando’s chicken has leaned into cheeky messaging that takes a stand. [All Latest Stories]( [Business of TV]( [Why Overtime’s Elite basketball league is using social audience interest to find a live TV rights buyer]( A year in, the Elite league has secured several multi-million dollar sponsorship deals but is still searching for a white whale. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](