Just because a channel isn’t where a final transaction happens doesn’t mean it’s not a performance channel. Connected TV is the perfect example, says Brian Mandelbaum, CEO of commerce data platform Attain.
Pet food brand Nestlé Purina is using a combination of behavior data and survey data to peek into the lower funnel and get a feel for whether a lift in awareness translates to a potential lift in sales.
On Thursday, CTV performance advertising company tvScientific announced a $20 million Series A led by Norwest Venture Partners, bringing the company’s total funding to $21.5 million. The company’s goal is to automate its two self-proclaimed specialties: measurement optimization and campaign activation.
TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.
