David Poltrack, President of CBS Vision and Chief Research Officer of CBS Corporation, is the visionary who created the Campaign Performance Audit (CPA), an initiative on measuring return on ad spend. As Poltrack (pictured above) shared with MediaVillage.com last year, CPA was first presented at the 2014 ARF and focuses on five components: 1) test your message, 2) maximize your weekly reach, 3) get the most out of recency, 4) precisely target your potential customers and 5) consider context. After three years in the field, Poltrack and his team have completed the fifth component, helping to understand creative in context. I met up with Poltrack at this month's 2017 ARF to get an update about the initiative's progress.
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