Why do so many legacy industries still struggle to make modern marketing work? In episode three of From Screen to Store on The Advertising Forum by Marketecture Media, AdTechGod ®️ sat down with Alex Back, CEO and cofounder of Couch.com, to talk about what’s holding categories like furniture back—and what’s actually working today. A few takeaways that stood out: • You can’t “influence” demand for high-consideration purchases like furniture • The brands winning today take a holistic, always-on approach across channels • Attribution challenges are still a major blocker, especially for TV • CTV success isn’t about instant ROI—it’s about signals that show your mix is working • Creative needs to do more—drive action, spark conversation, and generate measurable touchpoints One idea that stuck: If overall sales are moving in the right direction, your media mix is probably working—even if you can’t attribute every conversion. That shift in thinking is critical as more marketers rethink how performance is measured. Watch the full conversation or dive into the Q&A to see how modern retailers are approaching CTV. 👉 https://hubs.la/Q04czTGW0 #CTV #PerformanceMarketing #RetailMarketing #AdTech #Measurement #DigitalAdvertising