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Watch: TV Like Digital and Other Connected TV Myths

Many brands buy Connected TV like digital advertising when it should be bought and measured like TV. Common CTV myths around cost, frequency, targeting, and measurement are quietly wasting a...

Matt Hultgren

Matt Hultgren

As Chief Analytics Officer, Matt built Marketing Architects' attribution models and reporting systems that track campaign performance across linear and streaming TV. A lifelong pattern-seeker, he turns data into clear insights that help clients prove TV's impact and scale with confidence.

Recent Posts:

How To Accurately Measure CTV Campaign Results

The statement "I know half my advertising is working; I just don't know which half" takes on new sig...

How to Target Your Audience on CTV

Advertisers are going big on Connected TV this year, dedicating 45% of their TV ad budgets to the ch...

How To Measure a TV Advertising Campaign's Effectiveness

After investing in a big marketing initiative like TV advertising, the most disappointing outcome is...

Streaming Data Is Advertisers' Best Asset... And Biggest Threat

Data is the most powerful tool available to marketers today, and there’s never been more of it. But ...

5 Tips for Measuring TV Performance

Let’s not sugarcoat it: measuring TV advertising performance is tough. As much as we may wish otherw...

Matt Hultgren talks navigating changing world of TV analytics

Tell us about your role and the team/technology you handle at Marketing Architects. I lead the analy...

All attribution is wrong (but do it anyway!)

Complicated. Expensive. Unreliable. Frustrating. As Head of the analytics department here at Marketi...

6 digital tools that will transform direct-to-consumer brands

Straight talk to help the CMO make smart tech choices and invest wisely. Technology’s role in the ma...

How AI chatbots are changing TV advertising

Robots aren’t here for your job – they are here to make you better at your job. That’s the conclusio...

A love story: direct response + mobile

Once, long ago, there was a highly effective marketing method that consistently delivered—it was cal...
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