Gary Waters/theispot.com
The signposts pointing to the future of TV advertising are cropping up with increasing frequency. In mid-September Amazon kicked off its exclusive coverage of the NFL's "Thursday Night Football" on Amazon Prime Video, marking the first time that Nielsen included ratings from a streaming service in its weekly television-viewing report. In early August, the recently merged Warner Bros. Discovery said it would launch a free, ad-supported streaming service targeting 130 million global subscribers by 2025. That was followed by an announcement from the Walt Disney Co. that it would roll out an...