Illogically, the cost of TV advertising has risen over the past year while viewership has declined. TV ratings have plummeted by 1/3rd over the past four years. Almost 90% of viewers skip the commercials. And TV still can’t properly measure the distribution and impact of advertising. The smart budgets moved to digital years ago. The question now is: How long will TV remain a force in advertising? As Facebook launches new video content to compete with YouTube, Netflix, Amazon and Hulu, digital advertisers will have more options than ever for targeted and measurable video ad delivery.