Why 'Performance CTV' Is A Misnomer: TV Works Best As A Full-Funnel Channel | AdExchanger
Labeling connected TV as "performance" oversimplifies TV's role, encourages misinterpretation of results, and sacrifices long-term impact for short-term metrics.
Ars X Machina's agile mix modeling penetrates the walled gardens to measure them against other channels
Agile mix modeling reduces MMM timeframes using machine learning to measure and optimize full-funnel online and offline campaign performance, including walled gardens, in near real-time.