In OTT, What Is ROI? The Whole Value Chain Debates

SAN JUAN — For decades, the notion of return on investment from TV ads has been ironically straightforward. Brands would buy ads and, with little insight in to who really watched what, would need to unleash a slew of media mix modelling tools to understand what exposures may have led to which purchases. That imprecision […]

 
 

Data Plus Math Seeks To Provide Fast, Low-Cost TV Attribution

SAN JUAN, Puerto Rico—Attributing business outcomes to television advertising campaigns should not be just a “report card” after those campaigns are completed, according to Data Plus Math’s John Hoctor. This concept is what’s driven the company toward partnerships like its recent one with Millward Brown to provide full sales funnel attribution for TV and premium […]