In Ep 34 of The Art of Commerce, we sit down with Itai Kafri, VP of Product Growth at Voyantis, to unpack one of the biggest misconceptions in performance marketing:CPA and short-term ROAS do not equal profitability.We explore how value-based bidding evolved from OCPM, why most LTV models fail once activated in paid media, and how predictive modeling must be purpose-built for ranking, signaling, and auction dynamics.Key topics:-Why optimizing for CPA often scales the wrong users-The difference between deterministic revenue and probabilistic predictions-How to predict 90-day LTV from early behavioral signals-What “signal engineering” actually means-Why LTV:CAC is the metric that aligns marketing, product, and finance-How brands are driving 15–40% uplift by shifting to profit-based optimizationIf you care about payback period, margin, and sustainable growth— and not just volume—this episode is essential viewing.🎧 Listen on Spotify, Apple Podcasts, and YouTube🔗 Connect with Itai Kafri: https://www.linkedin.com/in/ekafri🔗 Anish Raul: https://www.linkedin.com/in/anishraul🔗 Ajinkya “Jinx” Joglekar: https://www.linkedin.com/in/ajinkyaj#TheArtOfCommerce #GrowthMarketing#LTV #PerformanceMarketing#MarketingStrategy #PredictiveGrowthListen, subscribe, and share with the performance marketer who still thinks ROAS equals value.