Episode
CTV Measurement Unpacked: Incrementality, Attribution & Holdout Testing | Tom Rathbone
- Podcast
- Always Be Testing
- Published
- May 19, 2026
- Duration seconds
- 2278
- Processing state
not_requested- Canonical source
- https://share.transistor.fm/s/521cfae3
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Summary
Tom Rathbone joins Tye DeGrange to break down the real challenges of measuring CTV — from probabilistic Nielsen-era methods to where the industry stands today. Tom shares how TVScientific approaches measurement, why holdout testing is still underutilized by most brands, and how to build a test media plan that actually generates signal. Plus: why single-touch attribution fails in a multi-channel world and what it takes to move from vanity metrics to a long-term growth strategy.