This panel investigates the data signals and advanced targeting needed to support performance focused campaigns on TV. We consider the impact of new consumer and intent signals, from shopper data to open web search, as the basis for TV targeting, and how TV can help brands use their CRM data too boost efficiency or effectiveness. We explore the new business opportunities for content owners and platform operators when adding more performance capability to their brand-building superpower. How much budget can they attract that previously went to global tech thanks to precision targeting underpinned by better data signals? Large volumes of TV are still consumed via linear broadcast, so we consider how this ad inventory can be effectively digitised – with targeting and programmatic access – to help scale and unify digital-style buys. How do we link targeted exposure to outcomes to help buyers who are working to short-term KPIs?