One seat to the entire open internet.

When audio, display, DOOH and video are bought by different vendors on different seats, the same household gets hit four times in an afternoon during a launch and not at all in the two months before it. Frequency is uncontrolled because nobody owns the whole picture.

A single seat fixes the mechanics. One audience definition, one suppression list, one frequency cap, one reporting layer. Spend moves between channels weekly based on which one is producing serviceable leads, rather than being locked into annual channel commitments made before the build plan was known.

The practical fiber note: local broadcast television is frequently blocked, because most local inventory is sold through the cable incumbent you are competing against. Streaming and DOOH are how you get the same effect without asking a competitor for permission.