This may not be groundbreaking news, but it bears repeating: the media landscape isn’t the same as it used to be. And it’s nowhere near ready to stop changing. People’s media consumption habits are far more fragmented, and incremental reach is increasingly more expensive. TV is no longer the solution to reaching mass-market in isolation. It’s not great for target ability and real-time measurement and optimisation, and most of it is still bought through traditional means. Yes, TV is still winning in terms of audience reach… for now, anyway. In 2017, almost a quarter of 18-49 year olds did not