Alison Clark — GTM Strategy Lead, AdRoll
Published:
A lot has changed, right? If we think about measurement and targeting and optimization, all of those things have evolved. So from a measurement standpoint, we can now see what a consumer did after they saw a CTV ad. Did they do a branded search? Did they go to the website? Did they convert? … On top of that, right, we can use audience targeting and be very specific. On the ABM side of our business, we can get all the way down to account and contact level targeting.
What does Alison Clark say on The Agile Brand with Greg Kihlström?
Alison Clark, GTM Strategy Lead, AdRoll, says: Alison Clark, GTM Strategy Lead at AdRoll, explains how Connected TV (CTV) has evolved from a broadcast-style awareness channel into an accountable, performance-oriented medium. She discusses advances in measurement and targeting, the value of activating first‑party data for precise audience segmentation, CTV’s role as an omnichannel amplifier that boosts other channels, and the shift from static media buys to real‑time, data-driven optimization.
From: The Agile Brand with Greg Kihlström
Cite as: Alison Clark. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/alison-clark-a-lot-has-changed-right-if-we-think-about-measurement-and