In this session of the egta Outcomes Community, Sameer Modha, Commercial Measurement Innovation Lead at ITV, laid out why the window is closing for TV broadcasters to build credible outcome measurement before the digital platforms pull too far ahead. Drawing on his experience at Google and ITV, Sameer walked through the key building blocks required to link TV exposure data to real business outcomes at scale, covering everything from data infrastructure and clean rooms to funding models and the legal hurdles most teams haven’t yet hit. The session closed with an open discussion on where different European markets currently stand and what the group wants to tackle together in the sessions ahead.