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Articles for Alexander Yip

What Advertisers Can Gain from the NFL’s Fragmented Season

Long gone are the days of "are the 49ers on CBS or Fox this week?" Now, figuring out where your team is playing on any given Sunday means checking against one of nine different platforms that will carry NFL games this season: CBS, FOX, ESPN, ABC, NBC, Peacock, Prime Video, Netflix, and NFL Network. This makes the NFL a particularly visible test of CTV's promise. Streaming offers richer signals to optimize against, including the potential to connect exposure with outcomes on other devices.

Incrementality is About to Become the New Baseline for CTV Outcomes

In CTV, where exposure is often view-through, and actions happen on other screens, "last-click" measurement distortion can turn "good ROAS" into a mirage. That's why incrementality is becoming a necessary baseline. In practice, it means fewer arguments about attribution models and more routine experimentation baked into media plans.