Agam Chaudhary

Confessions of a Media Auditor. Part 2. We are regularly asked by brand leaders to audit their streaming investments. Almost every time, we see the same pattern: platform dashboards look outstanding while brand search, site sessions, and sales remain flat. This isn’t conspiracy — it’s the byproduct of a persistent information gap in streaming buys. Fragmented supply, fuzzy definitions of “CTV,” and incentive-driven metrics combine to tell a story of success that doesn’t match business reality. Too often, this gap is reinforced by agencies—sometimes masquerading “ad tech platforms” with managed-service offerings—that fail to educate clients on the true variability of inventory. Whether through omission or oversimplification, that lack of clarity amounts to obfuscation. The outcome is predictable: smart brands, lured by the promise of cheap CPMs, eventually conclude: CTV doesn’t work. But before we accept that conclusion, we ask five questions: 1. What inventory are you actually buying? 2. Which devices are your ads truly delivered on? 3. What % of impressions reached your primary audience? 4. Did you budget enough reach to separate signal from noise in your leading indicators? 5. Did you deliver enough frequency to command attention? Today, let’s start with #1. Here’s a real client report excerpt (redacted). Look closely: - “RON” and generic labels (e.g., “OTT Sports”) → broad, exchange-based supply where exact programming is unknown. - CPMs under $6 → far more likely a mix of mobile/desktop/app video and long-tail FAST channels than true large-screen CTV. - Attractive CPAs. Useful in lower-funnel harvesting, but as a north star for CTV it’s a vanity metric. It flatters platforms because it rewards clicks from users already in-market, inflates performance with cheap placements (often mobile/app units), and says little about incremental brand impact. What to prioritize instead: ➡️ Share of impressions on large-screen CTV (not just “OTT”). ➡️ On-target % against your primary audience. ➡️ Reach & frequency sufficiency for that audience. ➡️ Incremental branded search/site-visit lift (vs. baseline). 👉 If your CTV CPMs are in the single digits, you’re not buying CTV.

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What if your favorite TV detectives stepped into the digital age? 👀 ACP Pradyuman and Detective Karamchand are back with Google India’s #DigiKavach campaign — this time, helping people spot scams before they happen. Because while phishing links and fake apps may look new, staying alert has always been the smartest move. And behind the scenes, Google’s products are working quietly at scale: Gmail is blocking 99.9% of spam before it even lands, Google Pay has sent over 4.1 crore scam warnings, and Play Protect has prevented more than 6 crore risky app installs. #ScamPehchanoMaukaGanwao  #GoogleIndia #OnlineSafety #DigiKavach

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Perspectives on AI in Marketing & Growth from a CXO pov. What to focus on, what to think about and much more. Might be an interesting read..... Well-captured by Sakshi Dhingra #marketing #digitalmarketing #indiabusiness #AI #growth #leadership #startups #growthmarketing #ArtificialIntelligence, #Innovation https://lnkd.in/gRZ2GPFk

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