This panel considers: How we prove that connected TV is worth paying extra for, when video sharing platforms and social media offer relatively low-cost reach; Innovations in measurement and data to demonstrate that CTV branding campaigns drive activations via other digital media; The impact SAVOD and FAST are having on the connected TV market; The extent to which we can unify and optimise campaigns spanning BVOD, SAVOD, FAST and AVOD and right-size the CTV and linear parts of a campaign; The latest best-practice for aggregating and de-duplicating CTV audiences; Whether ‘premium’ is in the eye of the beholder when streaming to television sets, or a special category of CTV that distributors and buyers get to define