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Advanced TV: An OTT Success Story

Episode 15 | Jul. 12, 2021

How did the Cancer Treatment Centers of America (CTCA) shift from linear TV buys to Advanced TV, and what impact did that make? This episode dives further into the ATV topic with a focus on OTT (online video) ad campaigns — how CTCA achieved a better-measured cost of acquisition.

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Episode Details


Manager, Customer Strategy
SEO Associate Director


VP, Marketing Operations & Technology, Cancer Treatment Centers of America
Performance Media Director

Episode Notes

Cancer Treatment Centers of America (CTCA) uses direct-to-patient outreach to guide diagnosed cancer patients and caregivers through the treatment journey. Gaia and Andrew welcome guests Ivan Stamenov, VP of marketing operations and technology, CTCA and Trevor Hadick, senior manager, media analytics at Merkle for a deep dive into the organization’s embrace of OTT and its benefits.

Topics of discussion:

  • The measurability offered with OTT and analytics
  • Audience segmentation & addressability
  • Cookieless attribution
  • Optimization with tracking data
  • Exact reach and frequency
  • Limitations and recommendations


Episode Video