Combining retailers' transactional and consumer profile data with TV's engagement factor and increasingly sophisticated targeting will create a uniquely powerful marketing opportunity.

Could be. But programmers have to be convinced that a common metadata set will work to their advantage, as well as advertisers'.

FAST services' share of total U.S. TV ad revenue is projected to jump from 17% in 2023 to 35% by 2025.

While performance generally gets high marks, cost concerns could be a bigger hang up than ever, in the current economic environment.