Navigating Quality vs. Outcomes in Advertising

This chapter examines the evolving landscape of performance television advertising, focusing on the shift from digital platforms to TV for performance marketers. The discussion highlights the importance of quality metrics over traditional quantitative measures and the challenges faced by advertisers in achieving meaningful outcomes. Through contrasting views on the 'quality era' and 'outcomes era,' the chapter emphasizes the need for a reform that prioritizes quality in media, creative, and audience engagement.