Observed Signal · Nov 19, 2025 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Neutral
CTV Measurement Needs to Marry Performance with Brand
MiQ's Debbi Rosenthal, Senior Director of Product and Solutions, says CTV measurement must harmonize performance metrics with brand metrics. In VideoWeek's interview at TV Rise 2025 in Lisbon, she explains that planners often measure CTV by performance because of programmatic targeting, but TV teams also prize reach and brand impact. The discussion explores how commerce data intersects with CTV and how ACR data adds value to the ecosystem. Rosenthal emphasizes reconciling these approaches across cross-screen campaigns and leveraging first-party and retail signals to improve measurement. The piece, filmed at TV Rise 2025, highlights the evolving role of CTV as a bridge between metrics and brand storytelling, and frames measurement as a coordination of audience data, content quality, and sale-ready signals in a converging video landscape.
Discussion on harmonizing performance with brand metrics in CTV; industry relevance.
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Key Takeaways & Evidence Grounding
- Debbi Rosenthal, Senior Director of Product and Solutions at MiQ, discusses harmonising CTV measurement of performance with brand metrics.
- Interview filmed at TV Rise 2025 in Lisbon.
- Discussion covers intersection of commerce data and CTV, and value of ACR data.
- Tim Cross-Kovoor, Assistant Editor at VideoWeek, conducts the interview.
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