In this panel, we’ll explore: How can you find the goldilocks blend of reach and frequency? Is AVOD filling any reach gaps left by reduced broadcast linear consumption, and how do we make it super-easy to find and execute upon these audiences? What contribution can addressable TV make to incremental reach for brands seeking a wide audience, and to total audience delivery for brands seeking narrow segments? What technology and process improvements can help us avoid over-saturating some households with ads (e.g. heavy broadcast viewers and listeners) while under-serving others? How much waste (e.g. non-target viewers and listeners, duplication, and over/under-frequency of target viewers) can we eliminate in the next two years? How can cross-media sales houses (offering TV, radio, ‘print’, OOH, e.g.) harness their knowledge of consumers across all touchpoints to boost total media reach – and also TV effectiveness – for buyers? With a growing percentage of peak viewing consumption now addressable in some way - what does this mean for linear TV in the future?