The gap between how buyers and sellers see and evaluate media is growing. Broadcasters view into the contextual value of their products will continue to decline unless certain specific steps are taken this year. Current walled garden strategies are a dead end in the face of cross media metrics for planning, advertiser defined audiences, and econometric modelling for outcomes. Here, we are going to detail the steps needed to make Canada a leader in the media measurement market. The opportunity is there but if we collectively shrug, then this could be our industry’s Avro Arrow moment.