So, if panels are, as one expert put it ‘back in fashion’ the new challenge is how to best use them within hybrid systems and, in particular, how they can measure online advertising at a granular level. Some buy side concern was expressed that many TV currencies are not even measuring advertising on broadcasters’ own BVOD platforms, a data gap that separate initiatives like CFlight are seeking to fill. There was also criticism that perhaps TV currencies had not acted early enough to collaborate with emerging players in the Connected TV space. The importance of panels is acknowledged by all parties, but much work is needed to ensure their continued relevance by allowing survey data and ‘big data’ to work together to deliver both accuracy and insights.