CTV as a performance channel, not just awareness

Vibhor explains identity graphs and stitching household with web IDs to enable CTV retargeting.

Play episode from 30:31

chevron_right

Transcript

chevron_right

Transcript

Episode notes

It’s time to draw your 2026 marketing plan, and we want to help you maximize profits with Meta ads. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s Data Suite before the year ends.

Claim your Creative Diversification Package now at: https://www.tiereleven.com/cd

Are you trying to squeeze every last bit out of Meta, Google, and TikTok but still missing a piece of the growth puzzle? What if one of the most powerful performance channels is hiding in plain sight on your TV? That’s exactly the concept we dig into today as we explore the opportunities inside connected TV and why it’s becoming a must-have in every marketer’s media mix.

We’re joined by Vibhor Kapoor, Chief Business Officer at NextRoll, to unpack how CTV has evolved from a “big brand awareness play” into a precision-targeted, full-funnel performance channel. We get into CPM shifts, attribution clarity, identity graphs, retargeting flows, and the wild amount of audience-level data available inside modern streaming platforms.

Plus, we talk about how repurposed social creatives, not $200K production shoots, are already driving 2–3X stronger ROAS for brands and B2B companies. As you build your 2026 plan, this conversation will redefine multi-channel advertising and where the smartest budget shifts are happening.

In This Episode:

- What NextRoll does now: the evolution

- How NextRoll handles attribution on social platforms

- Why AI-driven budget optimization is necessary

- What is CTV and why is it exploding?

- CPM shifts in CTV targeting

- Targeting and retargeting CTV ads across devices

- Real-world CTV results

- What marketers must know for 2026

Mentioned in the Episode:

AdRoll / NextRoll CTV case studies

Listen to This Episode on Your Favorite Podcast Channel: