Paramount may drop Nielsen—what it means for advertisers

Paramount’s threat to drop Nielsen ratings on Oct. 1, as part of a contract standoff with the measurement giant, raises questions about whether the ad industry is ready to trade on a new currency. Paramount has said it would name VideoAmp as its preferred currency should it not reach a new agreement with Nielsen, according to a letter to agency investment leaders written by John Halley, Paramount’s president of advertising.