• For many years, the measurement Holy Grail has been a unified view of cross-platform total and de-duplicated reach and frequency, using truly comparable methodology: what will get us over the line? • U.S. media owners are using alternative measurement vendors to offer new currencies, including for demographic guarantees – is there any role for ‘Alt Measurement & Currencies’ in Europe? • How do we demonstrate the unique reach that one streaming service offers over another; How can we better understand the contribution that each addressable execution makes above others? • Nielsen is harnessing ACR data to provide greater stability for linear audience estimates, and Origin is testing ACR for measuring broadcast and CTV, so is ACR about to take centre stage? • To what extent can set-top box return path data complement national panels to improve measurement, and can it also threaten national panels by underpinning alternative currencies? • What cross-platform measurement innovations do you want to see in the next 18 months, and what difference will they make to our understanding of where ad budget should go?