Chris Kelly, CEO of Upwave, explores CTV ad targeting and navigating today's marketing measurement challenges. CTV can be a valuable channel for B2B marketers, especially if they have a consumerized B2B approach or a large enough customer base to justify the investment. However, some B2B marketers tend to undervalue CTV investments because they primarily focus on short-term ROAS, overlooking CTV’s long-term brand-building benefits.Today, Chris discusses effective CTV ad targeting and measurement. Show NotesConnect With:Chris Kelly: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.