Executives from Hearst, Dentsu Aegis's M1 and Pearl TV shared their visions during this week's TVB Forward conference.
Research lays out five drivers of the accelerated shift to streaming and projects that streamers will outnumber pay-TV users by the end of 2024.
What will these standards for video advertising measurement mean for ATV? Several association heads, a measurement company and an independent agency principal offer their takes on that and other aspects (including duration weighting).
After an extensive analysis of what will be required on the technical end, consultant Tom Morgan says it's doable, with cooperation in a few critical areas.