72% of advertisers demand CTV proof points as incrementality testing fails

72% of advertisers demand CTV proof points as incrementality testing fails

Yesterday
MarTech.org AI SprinklerAS Martech_landscape

The Gist

  • 72% of advertisers prioritize cross-platform measurement, up from 64% in 2025
  • Most CTV tests fail by comparing non-equivalent groups and calling it incrementality
  • Proper test design requires holding back control groups matched on viewability factors

RevBots.ai View:

Classic AI Sprinkler: teams buying shiny new CTV tools without fixing measurement fundamentals.

Full Story: MarTech.org →