Foxtel Media has famously promised an alternative cross-platform TV measurement solution for Australia on the road towards enabling the industry to trade on a single, impression-based digital currency. STB return path data will be a key measurement source. We hear the elevator pitch again, get a progress check on the Video Futures Collective, and challenge Mark Frain to answer criticisms like: ‘This initiative causes confusion and undermines efforts to achieve unified reach and frequency on TV campaigns’; ‘A Foxtel STB-derived measurement system is not representative, as the company is not present in all homes’. We also hear about practical challenges such as independent auditing, comparability with other measurement systems, integration into agency buying systems, and handling the complexity of multiple measurement solutions in an Australia-sized market.