


A Digital Marketer’s Guide to Performance TV
The Balancing Act: Awareness vs. Performance Marketing Performance marketing has grown in popularity over the last decade, as marketing budgets have been slashed to maximize return on investment. While brand awareness is important, many marketers are focused on...
CTV will be the Savior for DTC Brands in 2023
As the marketplace becomes more saturated and competitive, direct-to-consumer (DTC) marketers are under an increased amount of pressure to prove the effectiveness of their campaigns – leaving them to explore new media channels to drive results for their brands and...
Intro to Incrementality Series: Part III
Recap In Part 1 of our Intro to Incrementality series, we went through the basics of incrementality analysis. We talked about our two groups, test (or exposed) and control (or holdout), and how this type of analysis measures the lift caused by a specific variable of...
6 Questions Brands Should Ask When Evaluating Performance CTV Providers
A confluence of factors is driving a boom in the OTT/CTV advertising space. With more households watching more streaming content, advertisers have, of course, taken notice, increasingly shifting ad dollars toward OTT and CTV channels. In fact, CTV ad spending is...
How AI is Improving the Digital Ad Experience for Consumers
Targeting technology in the digital ad space has evolved dramatically to provide more relevancy and better personalization, but it’s not without flaws. Oversaturation is still a problem and automation can sometimes over-optimize for a specific, perhaps unintended,...
Intro to Incrementality Series: Part II
In our first Intro to Incrementality piece, we explained what incrementality analysis is and how marketers can use it to make more informed decisions about what success means for their media campaigns. We mentioned how, at the very heart of this analysis, there is a...
Intro to Incrementality Series: Part I
Welcome to the first part of our Intro to Incrementality series, which uses real-world examples to explain how incrementality analysis and incremental lift can help brands and agencies isolate the effect of a particular media type or campaign variable in order to...
Five Ways Digital Attribution Can Improve ROAS for CTV/OTT Advertising
The CTV/OTT space presents many advantages for B2B marketers, including clear targets, ideal buyer profiles, and precise targeting strategies. However, B2B marketers are feeling increased pressure to prove the value of CTV/OTT in reaching their target audience and...
TJ Sullivan on Why Multi-Touch Attribution is Essential in CTV/OTT Advertising
As the consumer journey has grown increasingly complex, marketers have been forced to extend their reach over a diverse ecosystem of media. Considering that it takes an average of 56 touchpoints to drive a consumer to make a purchase, determining which of those...