Partner content: John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change.

This month Mediatel hosted the tenth annual Future of TV Advertising, a global conference offering strategy and thought-leadership for the broadcast market.

To help simplify the buying and trading process, marketers have this week boosted calls for the TV sector to unify measurement across its increasingly splintered offerings.

OMD’s JP Edwards reveals the key focus of debate at the Future TV Advertising Forum 2018 and explains how TV must adapt if it is to rival digital and avoid declines over the next 10 years.