We explore the remaining barriers to advertising in connected TV. What technology, process or business considerations can stop ad dollars following audiences directly into ad-funded streaming today? Does more unified measurement and planning, or more programmatic transparency on genre or context, unlock revenue? We explore the role of non-interruptive formats for building reach or frequency, such as home screen ads, dynamic product placement or pause advertising. What is the progress in reducing complexity and tech-tax from the connected TV advertising ecosystem, and are all the key stakeholders – including premium content owners – happy that revenue distribution models are sustainable long-term?