The TV industry is undergoing a major shift as viewers move from traditional TV to streaming solutions with a plethora of choice in both content and platforms. While this convergence has got the advertiser’s attention, the challenges include difficulty in tracking performance, measuring unduplicated audience and ROI across fragmented platforms & mediums. Here we discuss the significant implications for advertisers, focussing on how can we better integrate TV, digital and streaming media buying and quantify the value of these investments?