In this Marketecture Live session, Keith Petri, SVP of Data, Identity, and Supply at Viant, and Sam Khoury of Marketecture Media discuss deterministic identity, supply path optimization (SPO), contextual targeting, attribution, and the challenges of measuring true advertising effectiveness in CTV. Learn why advertisers need proof, not promises, to maximize performance and incrementality.Takeaways- Deterministic Identity Requires Proof- Publisher Login Data Isn't Fully Available to Buyers- IP Addresses Are an Imperfect Identity Signal- Too Many Supply Chain Intermediaries Create Problems- Supply Path Optimization Is About Quality, Not Just Cost Savings- Identity and Context Must Work Together- Content-Level Context Remains Limited in CTV- Incrementality Is the Ultimate Goal- Identity Resolution Requires a Holistic View- Collaboration Across the Ecosystem Is CriticalChaptersLearn more about your ad choices. Visit megaphone.fm/adchoices