How to Measure CTV Ad Success at Streaming Media Connect 2026
â–Ľ Summary
– A panel titled “Match & Measure: Evaluating CTV Ad Effectiveness” will be held at Streaming Media Connect 2026, moderated by Erin Firneno of Advertiser Perceptions.
– The discussion will focus on the critical need to prove advertising performance and measure outcomes across fragmented Connected TV (CTV) platforms as budgets shift toward them.
– Panelists identify a significant measurement gap, where CTV lacks the rigorous accountability and proven ROI of other digital channels, which hinders greater budget allocation.
– Experts argue that advancing cross-platform, privacy-compliant measurement is vital to demonstrate CTV’s value and sustain its advertising revenue growth.
– The panel will explore how CTV can uniquely deliver both brand-building and performance outcomes, but also address challenges like ad overload, targeting failures, and fragmented proprietary measurement systems.
Proving the return on investment for Connected TV advertising remains a top priority for brands shifting budgets into the streaming space. As spending accelerates, the industry faces a pressing need for standardized, cross-platform measurement to demonstrate true effectiveness. A key panel at Streaming Media Connect 2026, titled “Match & Measure: Evaluating CTV Ad Effectiveness,” will tackle this challenge head-on. Moderated by Erin Firneno of Advertiser Perceptions, the discussion brings together measurement experts to explore how marketers can move from simple exposure to tangible business outcomes.
Erin Firneno highlights a significant industry hurdle. “The measurement gap is what’s holding CTV back from reaching its full potential,” she states. While CTV campaigns often boost performance in organic search and social media, advertisers remain cautious. They hesitate to allocate major performance budgets without the rigorous accountability found in other digital channels. Firneno argues that to unlock more investment, CTV platforms must evolve beyond basic reach metrics. They need to provide the proven ROI that performance-driven advertisers demand, finally fulfilling the promise of combining television’s impact with digital’s precision.
The panel will feature diverse perspectives from across the ecosystem. Julie Triolo, a consultant with executive experience at Fox and Warner Bros. Discovery, will focus on changing consumer habits. She sees CTV as a unique platform for delivering and measuring campaigns across the entire marketing funnel. With new technologies enabling hyper-targeting, advertisers can now deploy specific strategies for any goal and measure the efficacy with proper proof of performance. Triolo notes that the panel’s value lies in helping the audience navigate the rapid pace of change, offering knowledge to stay ahead of consumer trends and new measurement instruments.
Christina Chung of MediaCo Holding brings an operational viewpoint, emphasizing the infrastructure needed for effective monetization. Mark Loughney from Hub Entertainment Research underscores the necessity for continued measurement improvements to sustain CTV’s growth. He points out that valid and reliable metrics for cross-platform and cross-device reach are vital for proving value in a fragmented video landscape. Both buyers and sellers must clearly demonstrate the efficiency and effectiveness advantages that CTV delivers.
Adding a strategic data perspective, Nathalie Bordes, former EVP at Yahoo and a leader in the ANA’s measurement initiative, points to CTV’s unique ability to deliver both brand building and performance outcomes. However, she warns of complexity and a critical foundational flaw. “I’m still observing the industry’s rush to outcomes measurement without properly establishing ad exposure,” Bordes explains. Proving impact is impossible without first confirming delivery, a task complicated by a fragmented ecosystem reliant on proprietary systems. This inefficiency leads to advertiser frustration and negative consumer experiences, including ad overload and privacy concerns, fueling the rise of ad blockers.
Despite these challenges, the momentum behind CTV is undeniable. With widespread device ownership and billions in annual ad spending, the channel’s growth continues to accelerate. The central question for the industry, and for this pivotal panel, is whether measurement frameworks can evolve quickly enough to support this expansion and provide the clarity advertisers require to invest with confidence.
(Source: Streaming Media)
