Today brand advertisers must go to great lengths to find their audiences. Thus, brand advertising’s focus on cross-platform media measurement has grown dramatically in the past five years. But the ecosystem, which this report examines from a broad perspective, struggles to solve the correlation between the two media-viewing behemoths, TV and online. Within the next 36 months, the measurement of cross-platform digital video advertising will standardize, driven by the shift in media dollars from TV to online viewing, the adoption of the Making Measurement Make Sense (3MS) initiative, and another political and Olympic cycle. In the meantime, new types of measurement of online behavior and ad performance will come to market.