In the first of four videos from our TVREV Special Session at the StreamTV Show in Denver last month, I sat down with MadHive Chief Product Officer Craig Berlingo to discuss the current state of CTV advertising and why it was so massively confusing.

We started with the premise that we are now in a hybrid world—people aren’t cutting the cord as much as adding in streaming to their viewing habits and that’s something the industry will have to deal with for some time to come.

The discussion ranged from measurement—how do terms like “household” translate to streaming?—to how to find incremental reach on local TV to whether viewers actually think about the difference between streaming and linear or whether it is all just “TV” to them.

Berlingo, who helped start up Telaria (now part of Magnite), offers some interesting insight into why mobile TV viewing never took off, and why the sight, sound and motion of a video ad is far more valuable than a static mobile ad in that it creates an emotional connection.

The session ends with Berlingo’s advice for all of the SVOD services that are launching ad-supported tiers this year—what to do, what not to do and what success should look like.