"CFOs don't dislike CTV; they dislike reporting that they can't reconcile. If the dashboard numbers don't tie back to how the company reports revenue and profitability, performance starts to feel like a narrative rather than an operating input."
"Most CTV reporting focuses on delivery metrics like impressions, reach, completion rates, view-through conversions and modeled ROAS. Those describe exposure. They don't answer the fundamental investment question of whether this ad drove incremental revenue that wouldn't have happened otherwise."
"When answers diverge materially, CTV is labeled unprovable. And unprovable spend becomes discretionary. Attribution has value. It helps optimize."
CTV platforms struggle with trust stemming from measurement challenges. Reporting focuses on exposure metrics, failing to link ad performance to revenue. CFOs are frustrated with unaligned dashboard numbers and financial reporting. Structural biases in ad tech lead to overclaimed results, complicating trust. Most reporting emphasizes delivery metrics, which do not confirm whether ads drive incremental revenue. Attribution models often misassign credit, leading to discrepancies in performance evaluations. When results differ significantly, CTV is deemed unprovable, making its budget discretionary.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]