Agency, network, MVPD and measurement executives extolled addressable's promise, but also acknowledged measurement and other challenges -- particularly on a national level -- during a BIA webinar.

The cross-platform integration of the ViacomCBS streamer is the largest to date in the free, ad-supported streaming services category, and includes more than 100,000 hours of existing content, plus three channels built exclusively for Verizon customers.

Connected TV consumers are widely on-board with accepting advertising to get more content without spending more money, and most are positive about their advertising experiences, finds an in-depth survey conducted for SpotX.

The agency's group director weighs in on what matters most now and what's likely to dominate strategies in the months ahead, as marketers, agencies and media alike continue to adapt to unprecedented circumstances and changes.