CREATIVE
Creatives That Perform: CTV Creative Best Practices
Design the CTA for a remote, not a finger. Faces perform. Get the technical spec right the first time.
Read article →BLOG
How CTV Actually Performs — and How to Prove It.
Attribution, incrementality, creative and measurement — written for performance marketers who hold CTV to the same bar as everything else.
TESTING
The CTV Test Framework: A Practical Guide to Measuring Incremental Lift
Start with the right question, choose a methodology that fits your scale, and read the result honestly.
Read article →MEASUREMENT
The Last-Click Blind Spot: How CTV Drives Conversions Other Channels Take Credit For
The waterfall works against CTV. What that looks like as a real result, and how to get out of the valley.
Read article →ATTRIBUTION
CTV Attribution That Works: How to Capture the Conversions Last Click Misses
Start with the match, not the metric — attribution windows, priority settings, and reporting CTV separately.
Read article →ATTRIBUTION
CTV Attribution Playbook: A Guide to Performance Campaign Success
Why CTV attribution is a different problem, how to set it up before launch, and why incrementality is your ground truth.
Read article →All five article cards link to 09 · Article (template). Build one detail page, reuse it.