John Cripps

John Cripps is EDO's SVP, Decision Science.

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Sales Attribution Is Wrong for TV Advertising. Here’s What You Should Consider Instead.

John Cripps August 19, 2025 4 min read

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Sales Attribution Is Wrong for TV Advertising. Here’s What You Should Consider Instead.

EDO CEO Kevin Krim explains how vertical AI and predictive behavioral data are transforming TV advertising measurement in The Current's ‘5 Minutes’ series.

John Cripps August 19, 2025 4 min read

John Cripps

Sales Attribution Is Wrong for TV Advertising. Here’s What You Should Consider Instead.

Sales Attribution Is Wrong for TV Advertising. Here’s What You Should Consider Instead.

Know What Works. Always.