The 70/30 Problem: Why CTV May Be the Missing Link to Modern Marketing

Join AZIMA for a virtual lunch-and-learn exploring one of the biggest strategic challenges facing modern marketing.

Marketers today invest the majority of digital budgets in channels designed to capture demand, while significantly less is allocated to channels that create it. At the same time, consumers are spending more time than ever in streaming environments where brands can influence perception, preference and purchase intent.

In this engaging virtual session, Ruben Ayala, Sr. Director of Sales at Viant, will explore the growing imbalance between performance optimization and demand creation through the lens of Connected TV (CTV). Attendees will learn how consumer behavior has evolved, why traditional measurement often overlooks the true drivers of growth, and how new technologies are helping marketers better understand the relationship between brand investment and business outcomes.

Whether you’re involved in day-to-day campaign planning or responsible for broader business strategy, this session will provide practical insights into how CTV is reshaping the customer journey and becoming a critical component of modern media strategies.

What You’ll Learn:
• Why consumer attention and media investment remain misaligned
• The limitations of last-click attribution in a streaming-first world
• How identity, content signals and AI are transforming CTV
• Emerging standards for accountability and measurement
• What the future media mix looks like as CTV becomes a core growth channel

Featured Speaker
Ruben Ayala
Sr. Director of Sales, Viant

Ruben Ayala is a seasoned marketing and advertising technology leader with more than 15 years of experience helping agencies and brands develop omni-channel media strategies that drive consumer engagement and measurable business outcomes.

As Sr. Director of Sales at Viant, an independent DSP exclusively serving the buy-side, Ruben works closely with marketers to navigate the evolving digital landscape through innovations in AI, CTV addressability and measurement. He is passionate about helping partners harness technology to create more meaningful connections with consumers while delivering impactful results.

Who Should Attend?
This session is designed for marketers at every level, from practitioners managing campaigns and media plans to senior leaders focused on growth, profitability and long-term business strategy.

Event Details

📅 Thursday, July 16
🕛 12PM – 1PM
💻 Virtual Event
🎁 All event attendees will receive a $25 Grubhub gift card to enjoy lunch during the event!