Measurement practices across digital have always focused on the individual – but with CTV, the individual is not always the right point of reference. After all, cord cutters are still watching shows and movies with family members and roommates, yet campaigns are still being tied to individual identifiers like email address. As the number of CTV viewers continues to grow at a dramatic pace, that approach must change.
At our virtual event on Feb.25, our diverse panel of industry experts discussed:
- Why the industry must adopt a new approach to measuring CTV that’s focused on the household
- What marketers need to consider when evaluating the success of their CTV campaigns in 2021
- How attributing CTV views and impressions to the household can help better control reach and frequency across platforms, as well as provide stronger insights into return on ad spend (ROAS)
For questions about the event, please contact Adelphic’s Marketing & Communications team at marketing@adelphic.com.