As CFOs scrutinize CTV spend, incrementality emerges as a differentiator
Culture Index
Score Breakdown
Relevance
9/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
8/15
5-Axis Cultural Radar
Will Harrington, Chief Revenue Officer, PebblePost CTV doesn’t have a creative problem or even a performance problem. It has a trust problem rooted in measurement. On CTV platforms, reporting mostly centers on metrics that characterize exposure, which don’t show whether revenue can be attributed to an ad. CFOs don’t dislike CTV; they dislike reporting that […]
