Tom Rathbone joins Tye DeGrange to break down the real challenges of measuring CTV — from probabilistic Nielsen-era methods to where the industry stands today. Tom shares how TVScientific approaches measurement, why holdout testing is still underutilized by most brands, and how to build a test media plan that actually generates signal. Plus: why single-touch attribution fails in a multi-channel world and what it takes to move from vanity metrics to a long-term growth strategy.
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