Click-through rate (CTR) is a very simple, understandable metric. It makes sense. It’s so simple that it must be a decent proxy for something, right? Unfortunately, it generally is not.

I recently formed a small roundtable discussion on programmatic TV buying. There was a lot of interest in participating until I mentioned that I might write about it. After that, cue the crickets.

Conventional wisdom and recent history suggest that targeting trumps context. But what if this is based on a false success metric?

There were plenty of ad tech companies at Cannes and that is no surprise because “Programmatic TV Buying” is a resurgent hot topic.