The economics of CTV haven’t fundamentally changed. What changed is the measurement infrastructure around it. Tools that were once enterprise-only—like incrementality testing, marketing mix modeling (MMM), brand lift studies, and household-level attribution—are now accessible to brands spending a fraction of what enterprise advertisers spend. That shift turned CTV from an awareness channel into a performance… Continue reading CTV Just Became a Performance Channel for the Mid-Market. Most Brands Haven’t Noticed Yet.
Author: Sarah VanLandingham
Sarah VanLandingham is the Associate Director of Media Strategy and has over seven years of industry experience and four years of management expertise. In that time, she's mastered the art of bridging the gap between "big ideas" and actually driving business results. While she's got a proven track record of leading and developing teams of media superstars, her bread and butter is acting as a strategy maven on her accounts, and as the person who can translate complex technical data into something the C-suite can actually use.