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Decision Velocity Over AI Perfectionism; CTV Commerce Gains Traction | ATDb

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Decision Velocity Over AI Perfectionism; CTV Commerce Gains Traction

Mar 24 — Mar 25, 2026

The industry is grappling with AI's double-edged sword: while AI licensing booms, perfectionism is slowing marketing execution. Meanwhile, CTV is evolving beyond viewership into commerce and accountability, signaling a shift toward measurable ROI in connected TV.

Category Spotlights

AI & Automation

2 changes

AI tools are creating bottlenecks through over-optimization rather than accelerating decisions, while licensing revenue lags actual business impact.

Mentioned:People Inc.Jon Roberts

Sources:

AI Perfectionism Is Slowing Marketing Down. Decision Velocity Is The New Advantage
People Inc.'s Jon Roberts on the AI licensing boom – and the revenue lag

CTV & Video

2 changes

CTV platforms are shifting focus from audience metrics to commerce and accountability, with Nielsen's DASH study raising questions about measurement standards.

Mentioned:NielsenDASH TV

Sources:

The 'C' In CTV Is For Cart; Held To Account
Future of TV Briefing: WTF is the DASH TV universe study at the center of the latest Nielsen drama?

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