MMM is too slow for today’s fast-paced digital media cycles. Brands need to know in real time when a channel’s effectiveness is fading and when to stop spending.

In response to a recent column, ViewersLogic’s CEO argues that the spot-lift attribution model is not fit for purpose and why marketers must take a holistic approach to measurement.

IP and device graph matching underpin many CTV measurement solutions but are preventing CTV from achieving its full advertising potential, writes the CEO & co-founder of ViewersLogic