Direct Agents’ Post

A viewer sees your ad Tuesday night, and they convert through paid search on Thursday morning. Last-click gives CTV zero credit. That's how CTV keeps ending up with flat budgets and no accountability. The channel is doing real work that the standard report card was never built to capture. When we run MMM models through KanopyAI, CTV consistently shows up as a driver of incremental revenue that other channels aren't capturing on their own. With streaming consolidation underway, the window to lock in premium inventory at favorable CPMs is narrowing. In this week's Digital Transformation, we break down why the old measurement frameworks are failing CTV, what the models are actually showing, and how to build the case internally before the economics shift. Read the full breakdown below!