This panel will consider: Priority next steps for holistic media planning and optimisation across linear broadcast and BVOD; How we show incremental reach from popular streaming services vs linear, and get closer to demonstrating the unique audience contribution of each streamer on a plan; Innovations that link reach contributions to actions and business outcomes without waiting for econometrics; The easiest ways to find light linear viewers or consumers a brand has not connected with lately; What happens to planning if we move from forecasts to real-time audience measurement on all TV including broadcast linear; If feelings (e.g. engrossed, focused) are a next-generation attention metric we can factor into buying decisions; Whether we are ready for a rapid acceleration in ad-funded streaming consumption.