In this episode of The Advertising Forum sponsored by Tatari, host Sam Khoury (Chief Strategy Officer and Co-Founder, Marketecture Media) is joined by Sami Rabb, VP of Marketing Science at LiftLab, and Anna Koicheva, Head of Business Development & Strategic Growth at Tatari, to discuss how brands should be measuring TV in today’s converged media landscape.
LiftLab and Tatari partner to help advertisers better understand the true impact of TV through incrementality measurement, mix modeling, and continuous experimentation. Together, they guide brands in balancing linear and streaming while understanding how TV influences performance across the entire media mix.
The conversation explores why the industry’s focus on deterministic attribution and last-touch measurement can misrepresent TV’s impact and how marketers can take a more holistic approach to understanding results.
Topics include:
- Why incrementality measurement matters for TV
- The role of mix modeling and diminishing returns experiments
- What the industry gets wrong about CTV attribution
- How TV influences performance across other channels
- Advice for marketers looking to scale TV campaigns with confidence
