This panel considers the impact of linear and connected TV on other channels and how we demonstrate its amplification effect and give accurate credit for downstream activation. To what extent can TV itself harvest demand, as well as create it? What new tools will help us spend our next dollar more wisely? We explore the future of outcomes measurement in TV. Who should own this function and be acknowledged as the source of truth: clients, agencies, media owners, or other? Can the TV industry build media-to-outcomes predictive models to rival global tech platforms? Are clients overly relying on bottom of the funnel tactics and how can we go back to creating demand as the industry has shifted too far into performance media?