Summary
MAU Vegas 2023 underscored CTV as a promising incremental marketing channel, with AppLovin's 'CTV: Unplugged' networking party launching the event. Key insights from panels: Adjust's Katie Madding and Jam City's Winnie Wen emphasized continuous testing, exploring CTV, influencer marketing, and partnerships, adopting SKAN 4, and understanding true data costs (e.g., Random Logic Games reduced measurement costs by 40%). AppLovin's Andrey Kazakov and SmartNews' Andrew Kim highlighted CTV's multi-channel attribution, optimization at source level with CPI purchasing, and massive reach.
Eric Seufert introduced 'Marketing Economist' concept: shifting from deterministic to probabilistic measurement using econometric models, leveraging market, product, and macroeconomic data to overcome 'flying blind' post-IDFA. He advised behavioral changes: adopting probabilistic reporting and adjusting media-buying workflows. Actionable recommendations: test SKAN 4, partner with adaptable MMPs, embrace CTV, and educate finance teams on probabilistic inputs.
Overall, marketers must adapt to uncertainty, broaden data sources, and evolve measurement frameworks to thrive in the privacy-first era.
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