Back in 1950 when Arthur Nielsen introduced television ratings, little could he have known his basic methodology of panel sampling would still be in use almost 70 years later -
Taken directly from article below TV news Check.
It is a good article about impression based advertising well worth the read.
Keep in mind, not all impressions are equal. a #CTV | #OTT A 30-second, non-skippable, tightly targeted video impression is more valuable than a random: 30.
Local CTV | OTT advertising has always been impressions based
