Streaming TV (STV) has transformed content consumption. Viewers find it convenient and cost-effective and they enjoy the vast range of content to binge. As STV continues to grow exponentially, its ...

While it’s difficult to prescribe what the end state will look like, an inspection of funnel metrics helps shed some light on ...

Is the marketing funnel as we know it officially dead? Variations of that eternal question were posed over and over again to panelists at Paramount Advertising’s Performance Now summit in New York ...

Determining a budget split between upper and lower-funnel is a recurring topic in paid media. Upper-funnel campaigns (typically awareness and interest) create future demand, while lower-funnel ...