#ctv

3 notes tagged “ctv”.

• Designing incrementality tests (duration, budget, CTV and brand)Practical rules for geo/holdout incrementality tests — run upper-funnel and CTV tests 4–6 weeks (two weeks shows nothing), give them enough budget not to be swamped, avoid launching into seasonality, and judge brand spend on a finance timeline.
• How last-click attribution biases channel resultsLast-click flatters low-funnel, intent-capturing channels (search, Apple Ads, Google UAC standard) and under-credits view-based ones (YouTube, CTV, chatbot ads); incrementality tests have reversed channel rankings — and platform-reported numbers are biased toward the platform.
• Should we add a new ad channel? Scale, return, effort — and small platform syndromeHow to decide whether a new or smaller ad channel (CTV, AppLovin for e-commerce, chatbot ads, retail media) is worth testing — judge scale, achievable ROAS and team effort, require it to beat (not match) incumbents, and budget for a real test plus data integration.