Networks and streaming companies are trying to reinvent TV advertising with new ad formats and buying options, but advertisers see holes in their lofty plans

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Meanwhile, privacy changes to platforms are increasingly forcing advertisers to measure ads in so-called white rooms controlled by Google, Facebook, and Amazon that make it hard to compare digital data with TV data.Click here for more BI Prime storiesDigital companies and publishers want to modernize the decades-old TV advertising industry, but advertisers see problems in their pitches.

"[It would] allow us to not do one-off tests but allows us to buy at a much larger scale, which for the most part is what our advertisers are looking for," he said."Scale often prevents us from testing different platforms."

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