Zane’s verdict

Potential for scale:

Limited. It’s only free-to-air channels for now, with SKY at an additional cost.

Potential for targeting:

With live keyword sync, brand sensitive companies like airlines can stop all their activity across various media channels when the news is about an air crash, flood, war or even Trump.

Likelihood of becoming mainstream:

With the right vendor, cost and setup, this can be a great tool for planning as well as damage control.

Final score: