70% of Buyers Say All TV Should Be Bought on Impressions

More than 70% of media buyers in the U.S. and three other key markets agree that all forms of TV should be sold on impressions, according to a report from TVSquared. Three-quarters of all marketers agreed that TV is now defined as including linear and CTV/OTT platforms, and that legacy currencies and practices are impeding the innovation of what advertisers can do with converged TV.