The Connected Era: Proving TV’s place in the age of digital disruption

It’s difficult to underestimate the momentous impact the multi-screen ‘connected era’ has had on media plans. As we head deeper into this with the advent of AI and other such technologies, viewer screen attention will further fragment, while media planners’ expectations for holistic reporting intensify.

At The Future of TV Advertising 2025, LiveRamp’s Travis Clinger led a discussion with Dan Cohen (Sky Media), and François-Xavier Pierrel (Groupe TF1) to explore how first-party data and deterministic solutions are redefining TV success, the transition from traditional ratings to outcome-based metrics, building trust, successes/challenges they’ve experienced on their journey to date, and what’s coming.