We are constantly asked by agencies and advertisers when we’ll be able to trade true Total TV as if it’s something broadcasters are blocking. They forget all the considerations and stakeholders that need to be onboard to get to that point. Jeff’s session will be a great reminder of the principles of linear TV trading and how we need to work as an industry to evolve the model. We can sit back and wait for the two worlds to converge or we can be at the front foot, driving change and building the future together.