What is the 'extra step' in CTV performance measurement?

It's the gap from TV screen exposure to user action—like a purchase elsewhere. Unlike mobile's direct path, CTV relies on fuzzy cross-device tracking.

How does AI improve CTV audience targeting?

Tools like Horizon's Blu use AI for precise audience builds, better optimizations in DSPs/SSPs, leading to stronger backend results.

Will CTV ever match mobile for performance ads?

Doubtful without measurement breakthroughs. Historical parallels to radio suggest branding dominance over direct response.

📏 Measurement & Attribution

Horizon's Campanelli Slams CTV's 'Extra Step' to Real Performance

David Campanelli's on stage, microphone hot, dropping truth bombs about CTV. It's not the performance powerhouse everyone pretends—yet.

AdTech Beat Apr 11, 2026 4 min read

David Campanelli speaking at Beet.TV AI Media Summit on CTV challenges

⚡ Key Takeaways

CTV's performance held back by measurement 'extra step' from screen to action. 𝕏
AI enhances targeting and creative scaling but doesn't replace human input. 𝕏
Industry consolidation pushes platform-scale buying, mimicking Big Tech. 𝕏

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AdTech Beat

Informed capital. Intelligent coverage.

#AI in advertising #CTV measurement #CTV performance measurement #David Campanelli #Horizon Media #performance attribution

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Originally reported by Beet.TV

⚡ Key Takeaways

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