Everyone is channel-hopping. Streaming viewers are reevaluating their subscriptions, opting for lower-cost, ad-supported options as some platforms continue to hike prices. Advertisers are looking for more value, too, especially when it comes to CTV campaign reporting. Publisher direct buys can lead to blindspots, while relying on upper funnel goals for CTV can cause its own measurement headaches. By shifting focus to performance at the mid- and lower-funnel, advertisers can minimize if not avoid these problems altogether.
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