This discussion will encompass: Measurement weaknesses or data impediments that suppress demand for connected TV as a replacement for lost linear reach – and how we overcome them; Barriers to real-time campaign optimisation and how to remove them – and if there is any interest in fast-and-raw reporting (laden with caveats and asterisks) that gives buyers early pointers to TV campaign performance before verification follows later; Emerging data signals, connections, aggregations and collaborations that can make TV more effective or efficient; Establishing the conditions for linking media activity to business outcomes, up to and including incremental customer acquisition or customer lifetime value; Whether it is realistic to optimise TV planning to networks, streamers, platforms, shows or dayparts that do most to drive specified business outcomes