Episode 15

OTT Media and Measurement


July 12th, 2021

34 mins 49 secs

Your Hosts

About this Episode

Cancer Treatment Centers of America (CTCA) uses direct-to-patient outreach to guide diagnosed cancer patients and caregivers through the treatment journey. Gaia and Andrew welcome guests Ivan Stamenov, VP of marketing operations and technology, CTCA and Trevor Hadick, senior manager, media analytics at Merkle for a deep dive into the organization’s embrace of OTT and its benefits.

Topics of discussion:
• The measurability offered with OTT and analytics
• Audience segmentation & addressability
• Cookieless attribution
• Optimization with tracking data
• Exact reach and frequency
• Limitations and recommendations