This event explores the new business opportunities for content owners and platform operators as they add more performance capabilities to their brand-building superpower. Do large advertisers view TV as a performance channel that can drive (and prove) direct business outcomes, and which aligns to short-term KPIs? We consider the new consumer and intent signals – from shopper data to open web search – that improves TV targeting, and review innovations that link media exposure to outcomes. How do buyers harness TV as the lead channel in omnichannel full-funnel campaigns, driving viewers from couch to checkout? Shoppable TV has the potential to collapse the funnel inside the TV environment but how scalable is it? We review the opportunity for TV to take small-medium business (SMB) budgets that traditionally go to global tech platforms. You will hear about implementation strategies to make SMBs a profit engine.