Why Platform-Reported Measurement Is Wrong and How to Solve It | Moe Chughtai, Global Vice President at MiQ

Have a question? Send us a text! Tim Rowe sits down with Moe Chughtai, Global Vice President at MiQ, to untangle the fragmented state of modern television and how advertisers can responsibly measure multi-channel media allocation. The episode dives into the evolution of "Total TV," bridging the gap between walled gardens and the open web, and why true measurement requires looking beyond platform-provided metrics.  The definition of TV is now entirely generational. What constitutes "TV" completely changes depending on who holds the remote. For older generations, it remains the traditional cable box, but for Millennials, it is streaming-first, and for Gen Z, TV means YouTube and social video before anything else. Advertising must follow the consumer, meaning buyers have to operate across multiple ecosystems—often needing at least three different platforms to achieve true CTV scale.  01:27 – How MiQ’s AI tech enables traders to run 45 campaigns a month compared to the agency average of five  02:50 – Why getting CTV scale requires buying across at least three platforms, including walled gardens like Amazon and Google  07:21 – The "Total TV" framework and how younger demographics view short-form social video as primary entertainment  Platform-graded measurement is creating massive blind spots. If an advertiser relies solely on a buying platform to measure its own success, the numbers will inevitably overstate performance and claim overlapping conversions. True measurement cannot be graded by the platform selling the media. Advertisers need to elevate their data strategy above individual platforms to identify overlap, measure cross-channel frequency, and spot wasted ad spend across both the open web and streaming investments.  10:30 – How overlaying location data with CTV and social investments helps national brands eliminate local media wastage  13:17 – Why relying on platform-reported performance leads to overcounted conversions and critical business blind spots  13:50 – The shift toward independent measurement partners and digital MMM solutions to track true cross-channel performance  Walled gardens are finally lowering their defenses. After years of locking down data in response to privacy regulations and competitive fears, the major walled gardens are starting to open up. Platforms are realizing that to secure ad dollars, they must allow marketers to bring their own data in and take actionable signals out. With clean rooms and integrated measurement providers gaining traction, the binary battle between the open web and walled gardens is turning into a collaborative spectrum.  15:23 – How Google’s Ads Data Hub and Meta’s clean rooms are signaling a shift toward more open data sharing  16:06 – Why YouTube remains the dominant global video player, with 60% of MiQ's YouTube ads running on the big screen  18:23 – Moe's two-year prediction on walled gardens allowing more data in and out to satisfy marketer demand  Connect with Moe Chughtai on LinkedIn · MiQ Thanks to Looper Insights for sponsoring today’s show! Ready to unlock your streaming strategy edge? Head over to mystreamingvalue.com to compare CTV home screens and find out which spaces are worth the most. You’ll even learn exactly why Fox was willing to pay $22 billion for Roku. Stop guessing and start scaling—visit mystreamingvalue.com to get your free insights today!