With so shockingly few converts, it’s easy to believe that the mantle of “accountability” in television advertising (really, advertising in any of its forms) would feel like a fringe form of faith.

I recently formed a small roundtable discussion on programmatic TV buying. There was a lot of interest in participating until I mentioned that I might write about it. After that, cue the crickets.

We’ve all seen the TV ads that scream miraculous product benefits for the low price of $19.99 (“and if you call you now…”).

Conventional wisdom and recent history suggest that targeting trumps context. But what if this is based on a false success metric?