Maybe we should stop trying to save Web advertising as we knew it and find what comes next. One option, oddly enough, is an even older technology called “television”. Of course, it’s not old-school broadcast TV, but individually-addressable digital TV, where consent isn’t an issue because it’s a condition of watching. Nielsen has been testing a digital TV measurement platform since January and wukk biw yse Tru Optik’s 80 million household identity graph to improve its capabilities. Fun fact: TransUnion bought Tru Optik earlier this month.