The Future Of Television. Dissected Daily.
The Future Of Television Will Be Won Before The Screen Turns On
Sofie Sue Rutgeerts on why choosing what to watch has become part of the TV viewing experience itself.
The Efficiency–Effectiveness Gap: Harvesting Till There Is Nothing More To Replant
Sofie Sue Rutgeerts argues that by concentrating their dollars on sales, advertisers are neglecting their chance to build the brands that make those sales possible.
Europe’s CTV Market Is Growing Fast, Its Infrastructure Isn’t
As CTV investment rises across Europe, Sofie Sue Rutgeerts explains why the real challenge is not supply but coordination across a fragmented ecosystem.
Hot List: Pre-Game Reading on TVs Biggest Day
PLUS: ChatGPT’s ads thing, freeing the airwaves, audits and accreditation, and more
Audits, Independent Measurement And Trust
Audits and accreditation prove rigor, but don’t solve fragmentation, which is why only market-wide oversight can turn measurement into trusted currency.