Is There a Feedback Loop for TV Ad Delivery?

The future of television is continuing to be somewhat influenced by outcome-based advertising. It won't be the old metrics of CTR or CP, I don't think that's a good use of television. For example, if I run a spot in a certain geo at a certain time, you can start to look at search lift. Did search terms against my brand go up in pick a DMA? Do you see a certain amount of search lift? So those kind of outcomes are just an example of what advertisers are starting to look at on TV.