Lens on Performance: CTV Becomes a Test Lab for Teams and Tactics
It is a time of convergence and new opportunities. Advertisers have never had the ability to test their TV content as nimbly as they now are able with connected TV. Brand and performance marketing teams have never had the opportunity to collaborate and combine expertise in actionable ways as they now can with CTV. In this conversation, Chris Innes, Chief Operating Officer at MNTN, talks with James O’Brien, head of production for Custom at Digiday Media, about the new state of CTV for marketing teams in 2021 and 2022.