AD AGE: 2019 Industry Predictions
"Attribution" will be the most overused phrase in TV advertising. In an effort to compete with the FAANG guys (Facebook, Apple, Amazon, Netflix and Google), TV sellers will aggressively try to prove that commercials drive specific business results, like test-driving a car, or the ultimate holy grail—making a purchase. Expect most TV network groups to unveil products that will measure business results instead of the traditional Nielsen age-and-gender demographics."
Jeanine Poggi, Senior Editor of Media and Technology at Ad Age
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