Tag: incrementality

Skip argues media quality is becoming more important as identity signals weaken, giving advertisers another way to value impressions based on attention, placement, clutter, frequency, audibility, fraud, and the surrounding viewing environment. Media quality can help buyers distinguish valuable inventory…

Skip argues that automation makes advertising faster and easier to operate, but it can also scale weak strategy, bad inputs, and mediocre creative. Marketers still need to control the objectives, guardrails, measurement, and accountability behind automated systems, especially in CTV,…