Perhaps never have we seen an advertising marketplace spring up with so little measurability. Yet there is a line of brands down the block desperate to spend.

At the top, I firmly believe that 100% of television advertising will be addressable and delivered to viewers via internet pipes within ten years. There is zero chance that the current linear business model survives into the next decade.

READ ARTICLE & NEWSLETTER: https://www.adlingo.org/p/ctv-20b-faith-based-marketplace

However.

Today, it is a mess.

Measurement of campaign delivery and performance, in line with modern internet protocol-based activation systems, simply does not exist. Yet.

Our industry faces a confluence of challenges, including technology interoperability and poor [non-existent] incentives to change.

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