Boathouse

With the encroaching reality of AI, marketing professionals should be included in strategic planning, given the roles we play in shaping public image and maintaining a brand.

TV is not dead, nor is it dying. It is in an evolutionary state. But for CTV and linear to remain relevant and co-exist, measurement needs to evolve, just like the TV product. And we should be applying the same audience-first approach to measuring impact across linear and CTV with one, equivalized currency for both, writes Michele Madaris, media director at Boathouse.