As viewing shifts and grows across streaming and premium content, one question keeps getting harder to answer: what's actually driving business outcomes? Proxy metrics built for an older TV model weren't built for this new one. This session explores what proof looks like when TV spans streaming, premium video, and the open internet, and why direct measurement of business growth, not just reach, clicks or impressions, is becoming the new bar. A global perspective meets a Canadian lens on what this shift means for advertisers here at home