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Watch On Demand: 2024 Panel discussion about ROAS on CTV.

In case you missed it, in this article is a complete recording of the live panel discussion the team at Origin had the pleasure of hosting on 18th January which centered around the all-important topic of return on ad spend (ROAS) on Connected TV (CTV).

Predicting that one of the biggest topics that the CTV advertising industry will see in 2024 is that of establishing the right benchmarks when it comes to ROAS, the meeting was primarily focused on discussing the measurement and value proposition of Connected TV (CTV) advertising.

The participants talked about the challenges and gaps in measuring CTV performance, as well as the different approaches and tools they use to measure and attribute conversions.

They also discussed the future of CTV advertising and how programmatic guarantees might impact CTV pricing.

Key problems discussed during the meeting:

  • The need for accurate measurement and attribution in CTV advertising.

  • The challenges of measuring CTV performance due to gaps in tracking and creative functions.

  • The differences between measurement platforms and the importance of third-party validation.

  • The future of CTV advertising and the potential impact of programmatic guarantees on pricing.

Key points raised included:

  • The importance of finding the right measurement approach for CTV advertising, considering factors like CPA and ROI.

  • The use of third-party measurement partners and media mix models to accurately measure CTV performance.

  • The differences between cookie-based and IP-based measurement in CTV advertising.

  • The ability of identity and device graphs to leverage different identifiers for measurement purposes.

  • The value of CTV advertising in driving conversions and its potential for retargeting customers.

  • The role of creative development and repurposing in improving CTV advertising effectiveness.

Here is a complete recording of the discussion:

Finally, the agreed next steps as seen by this panel of industry experts included:

  • Further exploration of measurement methodologies and tools for CTV advertising.

  • Consideration of the creative development and repurposing challenges in CTV advertising.

  • Continued discussions on the future of CTV advertising and its pricing dynamics.

We have more live discussions like this planned throughout 2024 (political CTV advertising and the potential for e-commerce on CTV to name just two), so if you would like to be considered for an upcoming discussion then please let us know!

See you at the next event!


Origin is an award-winning creative technology company whose zero code CTV ad formats give marketers unparalleled creative liberty in the living room and outside the home. 

Fusing pioneering production techniques with proprietary technology and direct distribution, Origin's solutions are embraced by media agencies, brands, creative teams and programmatic platforms who understand the value of being able to deliver relevant, engaging and ‘in the moment’ ad experiences to their audience.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the simple belief that the time has come to challenge tradition and enrage the status quo. Learn more at


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