Agencies Seize Measurement Control; CTV Closes the Social Gap
AIApr 2 — Apr 3, 2026
Boathouse's new CSO signals a strategic shift toward agency-led measurement independence, while Samsung Ads and Crumbl demonstrate CTV's ability to match social-like performance metrics. The dual narrative underscores growing pressure on platforms to cede control and prove channel efficacy.
Category Spotlights
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Agencies are pushing back against platform-dependent measurement, with Boathouse leadership advocating for in-house control as the industry standard.
Mentioned:BoathouseAgencies
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Samsung Ads and Crumbl's campaign proves CTV can deliver social-like engagement and performance, challenging the perception that connected TV lags in measurable ROI.