MMM helps marketers understand if a channel worked in the aggregate and what happens when the next dollar is added. For CTV, that discipline is badly needed. But MMMs can’t answer everything.
Performance CTV tech company Keynes launched an AI-powered platform. Tuckernuck says it can finally “pop open the hood” and see what’s working.
DS-1, a new agentic AI interface developed by audience platform Dstillery, aims to reduce manual inefficiencies within audience curation.
SaaS companies are abandoning interoperability in search of more revenue; Spotify’s ad business is growing slower than expected; and sports is an upfronts winner for Disney and NBCU.
2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.
Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.
