ITV’s Sameer Modha will argue that, even in large advertisers, media spend is being tweaked constantly based on incentives and beliefs – rather than allocated annually and rationally. This presentation begins with the assertion that TV has spent a decade telling advertisers they’re doing it wrong when buyers already know this but have other considerations that matter more. “Year after year, ad platforms take more of the money because they have done a great job of winning the confidence of budget managers: finance people who neither know nor care ‘How Brands Grow’,” Sameer declares. “But they understand numbers. And platform numbers have won their hearts.” He will argue that just when TV is starting to get its act together with outcomes measurement, we are about to hit ‘Hard Mode’ as platforms look to sell incremental purchases using models trained on years of sales data given to them by millions of advertisers. Sameer will outline what TV companies must do in response. He will explain how to focus on the results that actually matter to advertisers and how to better link media performance to the real KPIs that clients are judged against.