A case study presented at Tuesday's Collaborative Alliance in Manhattan carried the subtitle, "A Directional Work in Progress," and it struck me that that could describe the state of the Interactive TV industry today: a work in progress.

The goals for advertisers, agencies and distribution platforms are clear: precise addressability (targeting the right consumers); true interactivity and engagement of those prospective consumers; and accurate measurement of the effectiveness of campaigns. But knowing the challenges and solving them are two...