TV has changed, but the medium remains dominate to the Omni-Channel consumer. At EXACTA, we buy Audiences not Ratings. We find those Audiences through either National- or Local-level buys. It makes no difference to us, we just want the best fit for our clients. There are those that believe TV is dying and consumers are only consuming digitally. They will try to convince brands that they need to move media dollars, but they cannot truly quantify such a change without the data to support how much TV impacts their other channels. Here at EXACTA through our Digital-First Approach we use Regression and Data to determine the impact TV has on all other paid, owned and earned media sources. We don’t guess. We intelligently offer clear and concise recommendations based on data that either proves the channel as a resource of value, as a branding tool or eliminates it from the mix. It’s not how you buy the medium that matters, it’s what tools you used to make those decisions in the first place.