TV has drastically evolved over the past 15 years now that viewers have more choices than ever, with hundreds of channels offered by cable providers, online video, streaming services, on-demand viewing and DVRs - all delivered via connected devices like smart TVs, tablets and smartphones. TV advertisers have been buying media the same way for over 50 years, but now they have to make sense of the new landscape. That means TV advertising measurement needs to catch up to the new landscape, too.