The Media Tower of Babel and the industries desire to babble on | Association of Canadian Advertisers

At a recent conference, the position was posed by a YouTube rep that one day, Connected TV will be just thought of as TV. No more SVOD, AVOD, BVOD, Broadcast, Cable, FAST, Specialty, Top 10, YouTube; it will all be One Thing. What is that Thing and is it useful to advertisers? The simple answer is “of course”. But, and it’s a huge BUT, language matters and in that difference lies just how useful it could be. The current Broadcast/Digital Video conglomeration of sellers and buyers is a Tower of Babel debate. For some, its deliberate while others are blissfully unaware that flour and corn starch are being used interchangeably. The difference matters when your objective is cake.