As advertising has become increasingly obsessed with “outcomes,” nearly every channel has been re-cast as a performance channel. CTV is no exception. Now, “Performance CTV” has emerged as a convenient shorthand that oversimplifies how television actually drives value. As innocent and aspirational as it may seem, there are numerous flaws with the term “Performance CTV.” […]
The post Why ‘Performance CTV’ Is A Misnomer: TV Works Best As A Full-Funnel Channel appeared first on AdExchanger.
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