In this session of the egta Outcomes Community, Wayne from Sky walked the group through a packed, slide heavy tour of how Sky approaches long term TV measurement, anchored in the principle that measurement quality is only as good as the underlying data. The session covered Sky’s preference for deterministic, verified data over inferred or modeled and claimed data, the four-point connectivity model linking address, email, IP, and viewing behavior across platforms, and how two-factor authenticated addresses and engineer installed satellite dishes give Sky an unusually clean foundation to work from. Wayne also addressed the limits of where the industry can go, arguing panel based currencies like Barb remain too costly and too entrenched in the UK to be replaced soon, even as outcome based planning and targeting become more feasible, and closed by fielding audience questions on pricing tiers, minimum campaign spend for free measurement, and which sectors are driving new to TV advertisers. The session wrapped with thanks to Wayne and a preview of the next meeting alongside the upcoming Budapest event in March.