I'm not talking about full autonomous media buying. More things like pacing alerts, pulling campaign summaries, anomaly detection, creative fatigue reporting, CRM reconciliation, etc.
We’ve got CTV fully embedded in our mix at a ~$25–35M ARR B2B SaaS, and it’s doing what it’s supposed to do at the top of funnel; solid reach, strong completion rates, and clear downstream signals (branded search lift, higher direct traffic, better retargeting pools).
The issue: none of that cleanly translates to pipeline in a way that holds up in a demand gen review.
Our funnel is long (60–120 days), multi-touch, and heavily sales-assisted. By the time an opportunity is created, CTV’s influence is buried under search, SDR outreach, and remarketing. Even with Salesforce multi-touch + UTMs + some account-level enrichment, we’re still mostly inferring impact vs. proving it.
We’ve tried:
geo holdouts- directional, but noisy at our scale
post-demo surveys - helpful but biased
looking at influenced account velocity - promising, but not airtight
So for demand gen leads / growth folks who are actually accountable to pipeline: how are you tying CTV spend to pipeline creation in a way that’s decision-grade, not just “it lifts everything”?