About
CTV has become a core performance channel, but measurement hasn’t kept pace with rising scrutiny from executives and finance teams. Today, marketers are expected to prove incremental revenue impact, not just impressions, reach, or platform-reported ROAS, and defend results in budget conversations.

In this panel discussion, leaders from PebblePost and AdExchanger will examine why traditional attribution falls short in a fragmented CTV landscape and why incrementality is emerging as the new standard for measuring real business impact.

Attendees will learn how to separate attribution from causality, validate incremental lift, and align CTV reporting with finance-ready outcomes that withstand CFO scrutiny.
When
Thursday, April 16, 2026 · 11:00 a.m. Eastern Time (US & Canada) (GMT -4:00)
Agenda
  • Separate attribution from causality to understand what truly drives incremental revenue in CTV
  • Apply incrementality measurement frameworks that isolate and validate causal lift
  • Deliver CFO-ready reporting that withstands boardroom scrutiny and strengthens internal credibility
  • Confidently advocate, justify, and scale CTV budgets with measurable outcomes
Presenters
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Will Harrington
CRO at PebblePost
Will Harrington is CRO of PebblePost, a performance marketing company specializing in Performance CTV and Programmatic Direct Mail. PebblePost’s proprietary technology leverages online and offline data to drive measurable, incremental outcomes at scale for the world’s top brands. Will previously held senior leadership positions at Criteo, Vayner3, and MiQ Digital.
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Andrew Byrd
News Editor at AdMonsters
Andrew Byrd is AdMonsters’ News Editor. He writes our weekly newsletters and regular content for AdMonsters.com, including feature stories, Decoders, Wrappers, Slides of Our Lives, and more. He also crafts messaging for much of AdMonsters’ social media channels and helps bolster the brand’s presence on LinkedIn. Prior to working with AdMonsters, Andrew was a Media Associate for AdMonsters’ parent company, Access Intelligence, where he worked under the Vice President of Digital and also worked as a marketer and editorial assistant for PRNEWS. Prior to that, Andrew worked as an editorial intern at Modern Luxury Media where he wrote for the DC, Boston, and Philadelphia publications amongst other freelance work.
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