CTV Ads 2025: Proving Outcomes Beyond Impressions with Jenny Wall at Marketecture Live

Jenny Wall from VideoAmp joins Ari Paparo to unpack why CTV measurement has to evolve past impressions and demos. They dig into outcomes, advanced audiences, clean room data, and the growing need for multiple currencies across linear, streaming, and walled gardens. Expect practical examples, a clear case for audience first buying, and a candid look at what happens if the industry stays locked to legacy metrics.

Takeaways

• TV works, but modern measurement must prove business outcomes instead of just delivery.
• Advanced audiences reduce waste and can lift sales by focusing on the right households.
• Cross channel measurement is essential now that viewing and spend are split across many platforms.
• Third party validation matters because platforms grading their own homework limits trust.
• Dual currencies and clean room matching are messy today, but they create price flexibility and innovation.

Chapters
00:10 Ari sets up the shift from impressions to outcomes in CTV measurement.

02:16 Jenny explains why TV is a really emotional video and why that still drives results.

02:59 The conversation moves to tying fragmented channels to real KPIs like sales.

04:11 Jenny argues that advanced audiences beat demo buying for most brands.

05:18 Examples show how deep audience targeting can go, from retail intent to pharma switching.

10:53 Walled gardens and the need for independent measurement come into focus.

12:48 Dual currencies are framed as painful now but necessary for the market to progress.

15:14 Jenny warns that unstable metrics could wipe out long tail networks. 18:02 Real time optimization in TV is closer than most marketers think.

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