About Keynes Digital
Keynes Digital is a programmatic CTV and streaming TV advertising partner that helps brands deliver targeted video campaigns across platforms like Hulu, Peacock, Disney+, and HBO Max. The company specializes in audience-first targeting and performance measurement for connected TV, giving brands the precision of digital with the impact of television.
How Prescient AI measures Keynes Digital
Prescient AI ingests campaign-level data from Keynes Digital, including spend, impressions, completed views, and audience reach metrics. This CTV performance data feeds into the Marketing Mix Model alongside digital, social, retail media, and other channels, giving brands a unified view of how streaming TV investment drives business outcomes. Because CTV operates on longer attribution windows than most digital channels, Prescient's models are especially valuable for capturing the delayed and compounding effects of video advertising.
Why measure Keynes Digital with a Marketing Mix Model
CTV is one of the hardest channels to measure with traditional digital attribution because viewers rarely click through from a TV ad to make an immediate purchase. A Marketing Mix Model captures what click-based measurement misses — the halo effects of CTV on branded search, direct site traffic, social engagement, and downstream conversions across other channels. Prescient's forward-looking forecasts help brands determine the right level of CTV investment by modeling saturation curves that show where additional spend stops driving incremental lift. This gives marketing teams the confidence to invest in streaming TV without relying on guesswork.
