There’s a flood of interest in shoppable media among major streamers, connected TV manufacturers, and streamers.

The trend: Shoppable TV ads are gaining momentum this holiday season as retailers look for ways to connect with consumers and shorten the time between inspiration and purchase.

Some TV networks have struck their own partnerships with Nielsen competitors like iSpot but have banded together with competitors to form the Joint Industry Committee (JIC) to make the new landscape more navigable for advertisers.

​​“E.l.f. is by far and away one of the leading beauty brands on TikTok, just absolutely fantastic,” Tim Sovay, chief business development and partnerships officer at CreatorIQ, said during a recent webinar. “Music marketing is such a key aspect to your creator relationships.”

Elsewhere, titans of the ad industry are under threat. Nielsen’s hold on the TV measurement market is being challenged. A coalition of networks is striking their own measurement partnerships with competitors like iSpot. While a multicurrency environment may be healthier for TV, it also means advertisers have to adjust to different measurement and tech for each network they work with.

YouTube TV was ranked second (48%) behind Hulu (74%) in an iSpot survey asking advertisers which platforms they planned to allocate spending to during upfront season. According to reporting from The Information, YouTube could land $7 billion in ad commitments during the upfront season.

Hulu was the star of upfront streaming spend in iSpot.tv’s March survey, with 74% of brands and advertisers saying they were allocating spend to the platform. YouTube TV also had a huge showing, with almost half (48%) of respondents saying they were assigning spend to it. Peacock, Roku, and Paramount+ rounded out the top five.

Of all the generations, Gen Z is most likely to spend on brands they love, with 64% indicating they would pay more to shop with brands they’re loyal to, according to Cheetah Digital. But 71% also said they’d buy from competitors, suggesting that other factors are at play (like price or convenience) when it comes to purchasing decisions.

The news: With the holiday shopping season in full swing, relationship marketing provider CM Group and television analytics firm iSpot released data on how brands and retailers doubled down on email and TV during the critical Black Friday and Cyber Monday selling period.

No love lost: This week, measurement panel firm TVision raised $16 million in funding led by Nielsen competitor iSpot as part of its attempt to become a viable alternative. The timing is auspicious: The Video Advertising Bureau (VAB), the TV networks’ industry trade body, is currently in discussions with the Association of National Advertisers (ANA) to create a rival panel similar in size to that of Nielsen that competitors could use—and TVision is poised to become that provider.

Having a third-party verifier is standard practice, but is now more important than ever given the recent string of fraud issues across digital advertising. A report from iSpot found that connected TV ads were running while devices were off, costing advertisers $1 billion. Similarly, podcasting’s effectiveness was thrown into question when some major networks were revealed to have millions of fraudulent listeners.

A similar issue has been plaguing connected TVs: A June report from iSpot found that CTVs were running ads when devices were turned off, costing advertisers $1 billion in fraudulent impressions.

Advertisers may have scrambled to get in on CTV advertising, but news during the second quarter cast doubt on the market. A June report from iSpot and GroupM found that CTV impressions were grossly miscounted, costing advertisers $1 billion on ads that ran while devices were turned off.

Automakers spent 23% less on advertising in June, according to iSpot. Ford suggested it may cut its entire electric vehicle ad spending budget. Microsoft also halted TV ad spending last month, citing inflation and interest rates.

Automakers are re-evaluating their relationships with TV advertising as economic pressures mount. The industry’s TV spending dropped 23% in June compared with last year and has shifted away from local advertising, according to iSpot.TV.