# CTV Measurement Unpacked: Incrementality, Attribution & Holdout Testing | Tom Rathbone

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Text version: https://stenobird.com/podcast/always-be-testing-6553652/ctv-measurement-unpacked-incrementality-attribution-holdout-testing-tom-rathbone.md
Podcast: [Always Be Testing](https://stenobird.com/podcast/always-be-testing-6553652)
Published: 2026-05-19T16:37:55+00:00
Episode link: https://share.transistor.fm/s/521cfae3
Audio file: https://media.transistor.fm/521cfae3/e2cec439.mp3
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JSON: https://stenobird.com/v1/public/podcasts/always-be-testing-6553652/episodes/ctv-measurement-unpacked-incrementality-attribution-holdout-testing-tom-rathbone
Duration seconds: 2278

## Resource

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.

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## Transcript

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