Although defining the next currency for TV advertising has been top of mind for advertisers and media companies since the industry shake-up last summer, it just scratches the surface when it comes to the state of measurement today. The reality: marketers are in serious need of accurate and standardized measurement across the entire funnel to make sense of $65B+ spent on TV ads today.

Solving the currency dilemma may be the first step — but the debate exposed other areas in the measurement landscape deserving of marketers’ attention. In this session, Lucid’s VP of Media Measurement Products Lindsay Fordham will be joined on stage by other industry leaders to explore how TV advertisers are going beyond currency to measure TV’s impact. And how measurement needs to evolve to help marketers drive better outcomes.