If the future of advertising is increasingly tied to consumer identity, behavior and attribution, can local television realistically compete by simply becoming larger? The answer is probably no.

“KidVid” rules were born of good intentions — to ensure children weren’t shortchanged by profit-driven commercial broadcasters. But three decades later, they’ve morphed into an outsourced compliance exercise dominated by a single producer.

Data from Madhive shows how CTV political advertising is already off and running in 2024.