As marketers grapple with the challenges of measurement in a privacy-first landscape, CTV stands out as a crowd-pleaser. Its ability to get granular with available data and point to specific actions that clinched the conversion makes including it in your marketing mix a no-brainer. Jonathan Yantz, Managing Partner at M&C Saatchi Performance, dives deep into the details of this channel, from signal matching and incrementality testing to brand examples and frustrations with attribution.

01:28 - Why is CTV so timely?

05:33 - QR codes and tracking the user journey

08:09 - Main frustrations around CTV

09:53 - What the data tells you

12:25 - Standing for something as a brand