Next in Marketing chatted with Doug Rozen CEO of dentsu Media in the Americas, about the notion that some of the major ad holding companies may need to come to agreement on new standards and definitions in order to move advanced TV advertising forward. Specifically, Rozen theorized that the buy side may need to match the efforts of OpenAP, a joint venture between NBCUniversal, Paramount and others - or even join them. In addition, Rozen talked about why he believes that once TV figures out currency, measuring attention will become the next battleground.