Savvy marketers are once again reassessing their longtime partner, TV. Advertisers appreciate that TV’s massive audience size and unrivaled engagement enable them to deliver ads successfully at scale on a national level. But they’ve also been frustrated by wasted impressions. The increasing fragmentation of TV viewership has made it more difficult for them to deliver brand messages to their desired audiences, and the rise of digital advertising channels has pulled marketing dollars away from television. Yet despite these challenges, TV remains the most effective platform for advertisers. Why? Because technology has finally caught up with television.