Observed Signal · Nov 2, 2026 · Market Signal · Source: Cint · Impact: 2/5
How full-funnel outcomes measurement connects brand perception to sales
Industry leaders from Tubi, Teads, and Zeta discuss how modern measurement bridges the gap between top-of-funnel sentiment and bottom-line revenue.
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CTV Measurement: From Impressions to Outcomes (Marketecture Live)
Jenny Wall of VideoAmp and host Ari Paparo discuss the evolution of connected TV measurement beyond traditional impressions and demos. The conversation covers outcomes-based attribution, advanced audiences, and the use of clean rooms, emphasizing the need for multiple currencies across linear, streaming, and walled gardens. They provide practical examples supporting audience-first buying, call for independent measurement, and caution against sticking to legacy metrics. Takeaways include that TV can deliver measurable business outcomes, advanced audiences reduce waste and can lift sales, cross-channel measurement is essential, third-party validation matters due to platform bias, and current dual currencies plus clean room matching, while painful, enable price flexibility and innovation. Real-time optimization in TV is approaching, challenging marketers to move beyond delivery metrics.
Bridge the gap between brand awareness and revenue with Cint’s Study Creator
Discover how Cint’s Study Creator bridges brand lift and sales impact, helping marketers optimize campaigns in real time.
Cint Report Finds 74% of U.S. Consumers Believe Brands Should Disclose AI Use in Advertising
New research with Advertising Week reveals growing concerns around AI-generated advertising, with 44% of consumers reporting diminished brand trust when AI use goes undisclosed.
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