In the latest episode of 𝗔𝗱𝘁𝗲𝗰𝗵 𝗗𝗲𝗰𝗼𝗱𝗲𝗱, Viant’s VP of Agency Partnerships Amanda Sheplee breaks down the pitfalls of 𝗹𝗮𝘀𝘁-𝗰𝗹𝗶𝗰𝗸 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 with simple, no-frills terms. 𝗧𝗵𝗲 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆: It’s time for advertisers to stop chasing last-click metrics and start optimizing for true incrementality. Too often, search spend ends up validating outcomes that CTV has already driven, instead of unlocking new growth. At Viant, we’ve been all-in on #CTV from the beginning: ♦️ Building direct partnerships with the world’s top streaming & premium content owners ♦️ Giving marketers the most direct path to high-quality inventory inside an ad platform ♦️ Completing ID syncs with the largest streaming platforms ♦️ Layering in IRIS.TV contextual intelligence to maximize performance and relevance This is what it looks like when CTV, identity and data strategy come together to drive real outcomes for marketers. #Incrementality #DigitalAdvertising #CTV #AdTechDecoded #MultiTouchAttribution