Talk to anyone about “CTV” or “Addressable TV” and they are excited about the prospects, but then their mind turns to thoughts of fragmentation, measurement, and identity.

An insurmountable set of challenges seem to be ahead, but we all seem to be missing something. There’s more concentration on what isn’t yet possible rather than what has now become possible.

There are data and activation opportunities today on the TV screen that have never been available before and can be the basis for all that is to come. View More

It some times feels our incremental progress is hampered by moon shots that fall down due to the complications of data privacy and the lack of unique identifiers. We are missing how much progress that's already available to us to create base level strategies to launch from for the future. They are often not being fully scoped out or utilised and whilst we should always be striving for the elusive “perfection” in the future, let’s not lose sight of the possibilities of now!

Richard Brant, Advanced TV Director UK & Int (Vevo) will be taking a look at the landscape, reflecting on the "concept of TV" and talking to Katie Hartley, Head of Product at Dentsu about what’s possible right now. We'll explore how Dentsu has integrated opportunities mentioned into their Total TV approach and what results they are seeing.
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