Perion’s Todd Cohen says VCR should stop guiding CTV buying
Perion's VP CTV Sales and Strategy, Todd Cohen, argues for discontinuing video completion rate (VCR) as a key metric for Connected TV (CTV) advertisers. The article explores why VCR is an insufficient measure for outcome-driven CTV advertising. It suggests that alternative metrics are needed to better assess campaign effectiveness.
Key Takeaways
- Perion VP CTV sales and strategy Todd Cohen argues for retiring video completion rate as a key CTV metric.
- The article says VCR is an insufficient measure for outcome-driven Connected TV advertising.
- The piece calls for alternative metrics to better assess CTV campaign effectiveness.
Why It Matters
If VCR is no longer treated as the main scoreboard, CTV advertisers will need metrics tied more directly to outcomes instead of simple ad completion. That matters because the article frames this as a measurement problem in outcome-driven CTV, not a creative one. Perion’s Todd Cohen is pushing the industry to replace a familiar reporting standard with something more useful for evaluating effectiveness. The next signal to watch is whether buyers and publishers begin naming the alternative metrics they use in place of VCR.
Read full article at thedrum.com
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