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.
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.
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