Barb is a leader in cross-platform TV measurement, and we hear how the company has made it possible to plan leading ad-supported streaming services including Netflix (ad tier), Prime Video (ad tier) and discovery+ alongside broadcast linear TV and BVOD in Advanced Campaign Hub, its pre-campaign planning and analysis tool. This world-leading innovation gives media buyers a better understanding of the incremental reach that different platforms provide, and we learn about the impact this is having. We also hear about plans for post-campaign reporting of cross-platform campaigns via CFlight so this, too, can expand beyond broadcast linear and BVOD. With global streamer ad tiers and video sharing platforms becoming more important to viewers and advertisers, this discussion considers the opportunities to make holistic AV measurement and planning easier.