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<\/div>\nOn Tuesday, February 24, <\/span>Erin Firneno, EVP of business intelligence at Advertiser Perceptions<\/span><\/a>, will moderate the\u00a0<\/span>Streaming Media Connect<\/span><\/a> panel \u201cMatch & Measure: Evaluating CTV Ad Effectiveness.<\/a>\u201d As more advertising budget trends toward CTV, proving performance across fragmented platforms is critical to the success of the brands that invest in it. This panel of measurement and metrics experts from the <\/span>ad-supported streaming ecosystem<\/span><\/a> breaks down how marketers and publishers are reaching responsive audiences, moving from exposure to engagement to measurable outcomes, and identifying what truly moves the needle in <\/span>CTV advertising<\/span><\/a>.<\/span><\/p>\n Confirmed panelists include:<\/strong><\/p>\n Register for Streaming Media Connect<\/strong><\/a><\/em><\/span><\/p>\n Erin Firneno<\/strong> is a published thought leader who advises media companies on important marketing trends and industry dynamics. She has extensive experience conducting strategic research on the value and effectiveness of TV and digital media as advertising platforms and has deep expertise in market research. Firneno has led the research work at advertising sales organizations, including <\/span>The New York Times<\/span><\/em>. At <\/span>Advertiser Perceptions<\/span><\/a>, Firneno is focused on working with clients such as Tubi, The Walt Disney Company, NBCUniversal, Netflix, Roku, and Snapchat.<\/span><\/p>\n \u201cThe measurement gap is what\u2019s holding CTV back from reaching its full potential,\u201d Fireno asserts. \u201cWhile CTV consistently delivers a halo effect\u2014we see organic search, paid search, and social engagement all improve when CTV is running\u2014advertisers are hesitant to shift significant performance budgets without the same measurement rigor they get from other digital channels. To unlock more budget, CTV platforms must move beyond reach and frequency to offer the same level of accountability and proven ROI that performance advertisers expect from established digital channels. The promise of combining TV\u2019s impact with digital\u2019s precision is still waiting to be fully realized.\u201d<\/span><\/p>\n Julie Triolo<\/strong> runs a consulting\/marketing business. She previously served as SVP of product marketing at Fox Corporation, SVP of global research and marketing at Vevo, and VP of product marketing at Warner Bros. Discovery. In 2015, Triolo was appointed to the National Press Foundation\u2019s <\/span>board of directors<\/span><\/a>, where she served as co-chairperson of the fundraising committee. She was also awarded the Presidential award from the <\/span>Advertising Club of New York<\/span><\/a>. Triolo earned her B.A. in communications from the University of California\u2013Santa Barbara.<\/span><\/p>\n \u201cIn this panel, my focus will center around a next-gen era of media consumption behaviors, where new habits are forming and therefore brands are forced to change the way they connect with their communities,\u201d Triolo previews. \u201cThe CTV platform provides a unique opportunity to effectively deliver and measure campaigns across the funnel. Whatever the advertisers\u2019 goal, there is an equally relevant campaign strategy to achieve those outcomes, plus new and evolving tech and tools that are harnessed to hyper target audiences and measure advertising efficacy delivering proper proof of performance.\u201d<\/span><\/p>\n She continues, \u201cIn terms of the panel\u2019s value to this audience, the challenge they face is how quickly the media landscape changes as does the development of new technologies and tools that help move businesses and brands forward. As experts in the research, measurement, and advertising ecosystem, we\u2019ll provide the knowledge needed to stay ahead of the curve on consumer trends and the new instruments helping brands connect with their audiences in relevant, measurable, and repeatable ways.\u201d<\/span><\/p>\n Christina Chung<\/strong> serves as VP of business operations for <\/span>MediaCo Holding, Inc.<\/span><\/a>, overseeing digital operating infrastructure and ensuring both process efficiencies and revenue generation effectiveness. She has been instrumental in launching the ad and product tech stack solutions, establishing data-driven business intelligence, and selecting and curating numerous vendor integrations critical for monetizing a rapidly growing multi-platform business. Chung previously held leadership account and solutions engineering positions at <\/span>Freewheel<\/span><\/a>. She also has a background in private equity and investment banking. Chung was named to NYC TV Week\u2019s <\/span>40 Under 40 list<\/span><\/a> in 2023.<\/span><\/p>\n Mark Loughney<\/strong> is senior consultant at <\/span>Hub Entertainment Research<\/span><\/a>. He is a media executive and industry leader with more than 25 years of experience in consumer insights and media measurement who has worked to bring a deeper understanding of the value of advertising in video media, content development, branding and strategic positioning of media properties, and the effects of new technology adoption on media consumption. Previously, Loughney has held leadership positions at Warner Bros. Discovery, The Walt Disney Company, Nielsen, and Paramount. He is a graduate of Seton Hall University (B.A. in psychology) and Rutgers University (Ph.D. in social psychology).<\/span><\/p>\n \u201cContinued improvements in measurement will be critical in sustaining and building upon the last several years of growth in CTV advertising revenue,\u201d Loughney believes. \u201cBuyers and sellers will need to demonstrate the advantages in efficiency and effectiveness CTV platforms deliver. In particular, valid and reliable metrics for cross platform and cross device reach will be vital to proving the value of CTV advertising in an increasingly fragmented video ecosystem.\u201d<\/span><\/p>\n Nathalie Bordes<\/strong> is strategic advisor at <\/span>Swerve Sports<\/span><\/a>, principal of Nathbor LLC, and a recognized leader in data, AI, analytics, and media measurement. As former EVP of data and analytics at Yahoo, where she led 200 data scientists, analytics, researchers, and data engineers, and as operational leader of the ANA\u2019s industry-defining <\/span>Cross-Media Measurement initiative<\/span><\/a>, she has influenced how major platforms, TV networks, and marketers measure and monetize audiences. Bordes served on the <\/span>Media Rating Council<\/span><\/a> board of directors, serves actively on the <\/span>strategic advisory board<\/span><\/a> of Swerve Sports, and advises organizations navigating AI integration, streaming ecosystem dynamics, and data transformation across media, technology, and advertising markets.\u00a0<\/span><\/p>\n \u201cCTV uniquely enables \u2018Brand & Performance\u2019 measurement and therefore simultaneously delivers upper-funnel brand building and lower-funnel performance outcomes. This duo is exciting but also extremely complex, which our panel will explore,\u201d Bordes notes.\u00a0<\/span><\/p>\n \u201cWhat concerns me most? I\u2019m still observing the industry\u2019s rush to outcomes measurement without properly establishing ad exposure. You can\u2019t prove impact without first confirming delivery; it\u2019s like claiming a medicine works without verifying the patient took it. CTV\u2019s fragmented ecosystem demands cross-platform, privacy-compliant measurement infrastructure, but instead, many platforms maintain proprietary systems. Advertisers are forced to synchronize across multiple frameworks just to assess whether campaigns met objectives,\u201d she continues. \u201cThe consequences extend beyond measurement inefficiency: audiences experience ad overload, targeting failures, data privacy concerns, and no control over their ad experience. We all have seen the increase in ad block usage and increased ad free subscriptions for those who can afford it. Nevertheless, the momentum is undeniable. About 70% of U.S. households own CTV devices, approximately $30 billion in ad spending flows to the channel annually, and budget migration continues accelerating. The question is: Can measurement keep up?\u201d<\/span><\/p>\n\n
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