Digital planners working with CTV tend to measure it by performance metrics, since programmatic trading allows CTV to be targeted towards more specific audiences. But many in the TV world still value CTV for its reach, and the quality of CTV’s content helps it deliver on brand metrics. So CTV measurement needs to harmonise these two factors says Debbi Rosenthal, Senior Director of Product and Solutions at MiQ.
In this interview, Rosenthal also discusses the intersection of commerce data and CTV, and outlines where ACR data is adding value to the ecosystem. Filmed at TV Rise 2025 in Lisbon.
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