Turner and other media companies are investing heavily to be able to sell much of their inventory through targeted audience-based deals in the near future - and they need measurement partners to step up to that challenge, says Dan Aversano, SVP of ad innovation and programmatic solutions for Turner.

Over the course of this year, we've reported on a number of test buys driven by the demand for greater efficiency and effectiveness.

What measurement methods and metrics make sense for the new TV landscape? A recent MediaPost panel explored this issue ... and more.

The nature of television and viewership are morphing, but a serious lag in measurement capabilities is impeding marketers' ability to leverage the new dynamics, says George Musi, SVP, head of analytics and insight at Optimedia.

While content delivery and ad insertion technologies for TV and video will eventually merge, that's years away. How are media buy- and sell-side strategies evolving in the meantime?