I swear everything in my Finnish sauna story is true. That includes the fiendish use of birch branches.

I presented this personal anecdote at the Forbes CMO Conference in 2017 as a lead-in to what was then a prediction about the future of TV advertising. In retrospect, the story still brings back fond if not awkward memories.

My predictions about TV regarding the need to tame audience fragmentation, the use of richer data sets to target more precisely, the need for enhanced, more accountable measurement capabilities, and the durable nature of live TV have held up well, too.

This also makes me realize how much I miss live events.