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.

TV attribution is expected in automotive at the national advertising level, and poised for growth at the local level, say TV marketing and supplier execs.

When it comes to local media buys, the complexity, along with the opportunities, have grown exponentially. A new Nielsen report offers a detailed status report and profiles streamers vs. non-streamers.

Witness the stress on ATV's growth potential behind the Viacom-CBS remerger, and the win/win deal between Disney and Charter.

Digital News Daily's editor launches a weekly column dedicated to exploring this promising-but-complex media sector.