A great read from The Current on how rising Super Bowl ad prices are accelerating the push for better measurement across streaming and TV 🏈

As Super Bowl ad costs continue to climb, Lucas Bertrand, CEO of Looper Insights, weighs in on how advertiser expectations have evolved – moving beyond brand lift alone toward clearer signals around engagement, follow-on viewing, and what attention actually delivers beyond game day.

With more at stake than ever, the article underscores why proving performance across the full viewing journey has become critical for advertisers investing at the highest levels.

A big thank you to The Current editorial team for spotlighting Looper Insights in this important conversation.

👉 Read the full article: Record Super Bowl ad prices bring renewed scrutiny to measurement