B2B Marketers Shift Toward Account-Based Randomization to Prove Streaming ROI

By Sean Nowlin · MarTech · 2026-07-20

B2B Marketers Shift Toward Account-Based Randomization to Prove Streaming ROI

According to reporting from MarTech, many connected TV incrementality tests are systematically failing because they measure the effects of targeting rather than the actual impact of the creative. Advertisers often mistakenly compare viewers with non-viewers after an ad has alread

According to reporting from MarTech, many connected TV incrementality tests are systematically failing because they measure the effects of targeting rather than the actual impact of the creative. Advertisers often mistakenly compare viewers with non-viewers after an ad has alread