Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company.

The TV advertising industry is witnessing seismic changes, with measurement as a leading challenge. With Nielsen rolling out Nielsen ONE, plus new alternatives like Comscore, iSpot and VideoAmp taking center stage, there has never been more opportunity — or more confusion — about what measurement vendors to prioritize.

On the measurement front, Amazon announced partnerships with iSpot and VideoAmp. It also touted Amazon Marketing Cloud, its version of a data clean room that brands use to connect their first-party data to Amazon audiences.

With its streaming prowess in mind, Amazon also announced new partnerships with measurement companies iSpot and VideoAmp, which advertisers can use to measure cross-screen impressions and reach, including out-of-home and local stations, complementing the first-party measurement solutions of Amazon Ads.

While video streamers have been moderating their marketing spending of late, Amazon Prime Video has gone in the other direction -- up almost 72% versus the previous 12-month period with estimated $285 million, over the according to iSpot.tv.

Major television players and media agencies meanwhile are joining together in a “joint industry committee,” which will seek to create new standards for audience measurement services, among other goals.

At Polar Bears International House, I toured Tundra Buggy One, a research vehicle on loan from Frontiers North, the world’s only non-profit solely focused on conservation of wild polar bears. Frontiers North operates polar bear, beluga and aurora cams that people around the world can view online.

While many diverse-owned media partners are returning, this year’s NewFronts seems to be joining industry efforts to boost equitable investment by offering a greater spotlight.

Wulfric Light-Wilkinson, General Manager at Wunderkind International, commented: “Effective cross-channel and cross-device customer identification is the starting block for successful consumer engagement.”

CTV and streaming’s presence in the NewFronts continues to hold strong. Major presentations from Samsung, Roku, NBCUniversal’s Peacock, Vevo and Vizio will once again populate the week, with smaller showcases from BBC, Fubo and Crackle among the mainstage presenters.

Subaru continues to dominate as the most-seen brand in iSpot.tv’s overall ranking for the third week in a row.

After a week in second place, Dodge’s “Swarming the Nation” is back at the top of iSpot.tv’s most-seen auto ads ranking, generating 191.6 million national TV ad impressions from April 17-23.

Webbula aggregates data from over 110 different sources, including publisher partners, app SDKs, transnational events, social media, surveys, and other data providers. Ranking #1 in accuracy across more segments than any other Jumbo data provider according to Truthset, all of the data provided in the Interest & Brand Preference is self-reported, deterministic, and individually linked.

What's happening: The week, hosted by trade association Interactive Advertising Bureau (IAB), begins with YouTube (a presenter at NewFronts and Upfronts) and then Vizio and Amazon.

The moves also expose considerable confusion and some divides as the media industry prepares to shift to a world where all of the trading currencies are new, including those of Nielsen rivals Comscore, iSpot.tv and VideoAmp offered as alternatives by many networks.

Resting harbor seals alongside nesting seabird colonies are drawing the hungry carnivores closer, said Joanna Sulich, a biologist with conservation nonprofit Polar Bears International.

“For many researchers who are studying those birds, it’s something of concern,” Sulich said.

It’s been a quarter of expansion for Frndly TV. Last week, the service became available on VIZIO SmartCast TVs for the first time, expanding its reach to millions more homes across the United States.

According to our latest Marigold 2023 Consumer Trends Index (CTI), measuring consumer sentiment and expectations around brand marketing efforts, half of consumers report making a purchase directly as a result of an email, while 25% made a purchase directly from an SMS, and 50% browsed products while in store but bought elsewhere (like online).

Campaign Monitor reported that 64% of small businesses use email as the primary channel for acquisition and retention. But while email marketing can be effective at driving sales, multiple unorganized attachments and a lack of strategy can cause einformation to get easily lost into the ether of multi-thread email chains.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company.

Brief by Promax has partnered with Broadcasting & Cable and iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s most-promoted programming ranked by TV ad impressions.