"Video, particularly linear television, remains the dominant form of entertainment and, as many “web-endemic” businesses will confirm, the dominant vehicle for brand building among all advertising channels. All over the world, however, the supply of high-rating, passively consumed, linear-delivered, commercial-funded video and television programs is in decline. Cheap mass reach remains extraordinarily effective, but for younger audiences in particular, supply is becoming rationed [...] The video experience has changed in almost every way and for many is no longer constrained by schedules, location, devices or a narrow choice of content. We live in a world of abundance which democratizes creation, atomizes audiences and fragments attention [...] Advertisers, both traditional and new, are therefore increasingly in the business of re-thinking audiences, and using advanced segmentation in what was once the paragon of mass marketing. In disruption lies opportunity. Television and video increasingly take on the data-rich, addressable characteristics of the internet. New forms of video allow previously unimaginable segmentation by context, using data to target." (Introduction)