In this episode of the Brand Evolution Show, we explore how Connected TV has evolved from a brand-only channel into a measurable, performance-driven part of the modern media mix. The discussion breaks down how to define meaningful CTV success, align attribution with real business outcomes, and avoid common pitfalls that quietly undermine campaigns. By reframing CTV as a controlled experiment—supported by smart creative, frequency discipline, and complementary channels—this episode shows how television can finally be both powerful and accountable.