TV is losing control of audience measurement, as Big Tech’s stranglehold on media consumption continues to raise the same old question in broadcaster boardrooms—“how can we remain relevant?” At least that is the overarching takeaway Faultline came away with from an HbbTV audience measurement and analytics webinar, featuring ITV, Eutelsat, Konodrac, and Fifty5Blue (formerly Kantar Media). Speakers proposed HbbTV—the open global standard for hybrid broadcast broadband television—as a salve for linear TV’s audience measurement problem. But why now, when HbbTV has been around since 2009 (four years before ATSC 3.0 in the US was developed)? Well, as ad dollars in the TV industry shift to more outcome-based buying (buyers pay for pre-agreed results rather than payment being tied to deliverables),…