performance CTV

Affle has a new self-serve CTV platform that charges for conversions rather than impressions as the company makes a broader push into the US.

By all means, measure outcomes. Optimize toward sales. Make television more accountable. But if the product is basically a pixel, an attribution window and a CPA column, that doesn’t mean we’ve transformed TV into Google. 

Scaled show-level optimization is not a standard product. In many cases, that functionality is still in the early stages of development.

Somewhere between what the ad industry says and what the market rewards is often where the truth lives. Here are the three industry storylines most in need of debunking.

Megaphone becoming part of Spotify’s Ad Server impacts campaign setups; IAB finds 43% of buyers have little confidence in CTV ad supply quality; and Netflix’s ad-filled MLB Home Run Derby broadcast gets panned.

Walmart will buy Vibe.co, a self-serve video ad platform, in hopes of attracting more small and medium-sized advertisers to connected TV.

Nielsen announced a new outcomes-based measurement capability called Predictive Sales Lift. The feature is designed to help media buyers predict sales lift and incremental revenue for video ad campaigns they run via the company’s comprehensive measurement platform, Nielsen One Ads.

“Performance CTV” oversimplifies how television actually drives value, and the focus on performance all but guarantees that campaign results will be misinterpreted.