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connected tv the $20 billion faith based marketplace And the 10s of billions of dollars spent with little measurement to prove it. The argument perhaps we've never seen an advertising marketplace spring up with so little measurable itty and yet there is a line of brands down the block desperate to spend. Okay, is it silly your mobile? I forget anyway. At the top. I firmly believe that 100% of television advertising will be addressable and deliver to viewers via internet pipes within 10 years. But there is zero chance that the current linear business model survives into the next decade. However, today it's a mess measurement of campaign delivery and performance in line with modern internet protocol based activation systems simply doesn't exist yet. Our industry faces a confluence of challenges including technology, interoperability and poor to nonexistent incentives to change. Okay, hang on for a second Travis. Today I'm able to measure connected tv delivery and performance. You know, you're not, you've just been led to believe that's true nervous look on face. Let's follow your ads through the pipe. So here's a simplified explanation of how connected tv ads end up on a device in front of an actual viewer so your agency sets about planning strategy and buying of the C. T. V campaigns. The ads are then purchased direct and programmatically then the ads get inserted into the stream through the cloud via server side. Ad insertion. This is where transparency stops insert the faith based delivery mechanism here. From this point forward, you don't actually get to measure what's happening inside of the experience, the ad impression is served and stream down to the user on the device of their choice. Your measurement vendors don't actually get to measure on the actual device and now transaction complete every vendor involved in that transaction is paid with little to no direct measurement or third party validation. Congratulations. How you actually purchase the cTV. Ad is a bit irrelevant programmatic and direct buys arrive at the publisher's yield management system for ad insertion, this is where direct measurement and transparency. End full stop service side. Ad insertion, also known as S. S. A. I. Is a remarkable technology that changed the game in terms of streaming user experiences since ads are inserted into the content stream during the commercial breaks in the cloud, users were no longer faced with buffering and freezing due to ads. The experience is designed to be as smooth as traditional television and that's great for consumers. However, this came at the expense of true client side measurement. In other words, your measurement vendors, tags, add servers, verification vendors, etcetera. Never actually reached the streaming device or the app. They stop in the cloud at the S. S AI point, your vendors are stuck much further upstream. Any additional information they do receive is passed to them from the publisher's ad tech stack. That's like being told what happened versus actually witnessing what happened in my book. That's not actual measurement that's passed through reporting. So what does all this actually mean? It means a lot of unanswered questions for example, where did the ad run? You might be able to find out what app the ad ran in but you're much less likely to know what program it ran in. None of your ad tech vendors will be able to tell you again unless it was passed to them from the publisher. Was it a legitimate impression? Well, that's tough to say your verification vendor did not really get to measure inside of the app or inside of the device. So they have very little information to be will determine if the impression was a real person. Was it viewable? Sure, of course it was. What was the frequency? Oh come on. You'll take it with no cap and ask for more. However, even if you did want to measure it server side, ad insertion is gonna make that a challenge. So what are the alternatives panels for the ultra nerdy among us. That's a play on words because there are panel measurement vendors and panel manufacturers that can both provide interesting data solutions since riding the rails of the traditional ad server and verification provider provide limited data and transparency. Instead we can turn outward panel based measurement vendors instead of measuring within the ad delivery system, panel measurement vendors set up shop inside the homes of their panelists, volunteers often with nominal financial compensation agree to have themselves watched during their tv consumption. A panel can consist of a few 100 or tens of thousands of participants, all of whom who have agreed to have their second by second tv consumption monitored in real time. This allows the measurement vendor to see what shows are being watched and what ads are appearing in those shows. The results then get extrapolated from the sample to give a reasonable picture of what occurred at any given point in time during a campaign. However, the results are only accurate to a point and often we have challenges knowing how an ad actually ended up in a particular program. For example, understanding of a specific car commercial was placed there by a DSP or direct by or a network can often be impossible for a panel based measurement firm to detect tv manufacturers. The panel makers, t v o e m s have technology in them called a CR that enable them to detect what is being shown on the screen at any given point in time. This is super powerful. The Tv makers themselves have millions of devices in the field capable of sending back second by second consumption data. Unfortunately, they too suffer from some of the sourcing challenges where it is difficult for them to understand how the ad actually got placed in the program. Still millions of devices is far more scale than the traditional panel measurement vendors. So what's the solution? Well, spoiler alert. There isn't one at least not in the short term I mentioned at the beginning. We suffer from two challenges. Tech and incentives. The incentives are the part that we, as marketers can influence. We need to incentivize transparency and true open measurement. Unfortunately, we may have to wait for some of the top 25 connected TV advertisers to throw their weight around and demand that publishers and platforms allow granular device level measurement by independent third parties today. There's not an ounce of incentive for content owners to allow this because demand outstrips supply. Yes, I know there are many open measurement initiatives in the industry and committees that are sprinkled around the ad tech ecosystem there noble endeavors, but they too require massive advertiser wait to drive adoption. In the meantime, the connected tv market will continue to froth until even the sleeping giants have had enough for now. Stay optimistically skeptical of everything that you're told. It isn't wrong. It just isn't completely true.