“TV Like Digital” and Other Connected TV Myths

Connected TV isn’t “TV like digital.” But many advertisers treat it that way. That’s the problem.

CTV promised marketers digital-level precision, clear attribution, and lower barriers to entry. What it actually delivers is precise-looking data built on shaky attribution, inflated view-through rates, and ROI models designed to flatter the channel rather than inform marketers. The result? Rising CPMs, overstated returns, and campaigns so small they miss TV’s real advantages: reach and visibility.

The fix isn’t abandoning CTV, though. It’s leaning into multiple attribution models, gaining a clear view of how CTV costs compound through tech and targeting fees, and using AI to deliver ROI on a scale that’s felt by the entire business.

CTV is still where your customers are watching. Retailers just need a better way to reach them.

Tuesday 24 March 11:15 AM - 11:25 AM Discovery Stage