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Agencies Seize Measurement Control; CTV Closes the Social Gap

AI
Apr 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

Measurement & Attribution
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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

Sources:

  • Boathouse's New Chief Strategy Officer Says It's Time For Agencies To Take The Reins Of Measurement
CTV & Connected Video
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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.

Mentioned:Samsung AdsCrumblCTV

Sources:

  • How Samsung Ads And Crumbl Got Their CTV Campaign To Perform Like Social