Last year at this conference, ITV’s Sameer Modha warned how global tech platforms are building large outcomes models that show incremental business value from advertising. Once again, he leads our session focused on how the TV industry can build its own business outcomes measurement capabilities as the basis for predictive outcomes models that are competitive. He reviews the state of TV outcomes measurement globally, and whether we are innovating fast enough. What are the barriers to progress? Will media owners and agencies compete to ‘own’ outcomes measurement? What new developments must we be aware of?