Tag: campaign measurement

Looper Insights' Francesca Pezzoli identifies a critical ownership gap in CTV merchandising that leaves streaming services unable to verify promised home-screen placements, often mistaking weak exposure for poor marketing performance. She calls for a single accountable owner and real-time monitoring…

Infillion is acquiring Foursquare to connect MediaMath’s ad delivery with location and purchase data, giving advertisers a clearer view from impression to store visit to sale. The deal strengthens Infillion’s measurement stack as independent ad-tech platforms compete with retail media…

CTV is underperforming not because of the medium itself, but because marketers are applying outdated, performance-driven strategies that ignore the brand-building nature of TV. Despite claiming brand awareness as a primary goal, most campaigns are optimized around click-throughs and conversions,…