The Next Evolution of TV Advertising: Why Data Isn’t Enough

For the past decade, the advertising industry has worshipped at the altar of data. Every campaign, every media buy, every creative decision is justified through an avalanche of metrics -- CPMs, GRPs, ROAS, impressions, attribution models, and programmatic efficiencies. Data has become the currency of decision-making, a security blanket for executives who want every move to be quantifiable.