The Future of TV Briefing reveals that outcome-based measurement is gaining traction among TV network and streaming service owners as they look to optimize their ad spending. Companies like AMC Networks are considering how business outcomes—such as sales lifts and online visits—could become central to ad transactions. However, there are significant risks for both advertisers and media owners, as the success of such a model hinges upon accountability and attribution, amidst external factors that can impact ad effectiveness.
Any entity that does [outcome-based billing] is gaming the attribution. That's always been my thing with outcome billing models: You would have to be a terrible businessman to build a revenue model on top of an action that isn't necessarily human nature, which is to buy products prompted immediately by ads.
There's so many things that are out of our control,
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