Lantern is a major new collaboration involving Channel 4, ITV and Sky that could eventually result in a shared measurement system that demonstrates the online outcomes of TV advertising exposure, such as visiting websites, searching for products or making purchases. Phase one launched in September 2024: a proof-of-concept that looks at historical linear TV campaigns across 2022-24, matching panellists in Sky and YouView homes against outcomes data. This will inform the business case for a larger pilot ahead of an RFP to build the measurement system. In this session, we will hear about the progress made so far and get an update on the roadmap. We want to know the thinking on how a final ‘Lantern’ measurement system would be managed, and we consider the impact this capability – involving three major sales houses together – can have on the market.