20 years turning TV and CTV into real growth by rethinking how it's bought, targeted, and measured.
Catherine Walstad builds media technology, teams and operations that actually drive growth — not just look sophisticated on paper. As Chief Media Officer at Marketing Architects, she's spent the last decade fixing what traditional TV and CTV get wrong: over-targeting, flawed measurement, and wasted spend.
Throughout her career, she's led several large-scale media transformations, challenged industry assumptions, and helped brands unlock performance by going broader, simpler, and smarter. Her work sits at the intersection of data, technology, and real business outcomes. Not vanity metrics.
Why targeting looks precise but isn't, how narrow audiences shrink ROI, and why last-touch metrics give brands false confidence.
Modern Retail Marketing SummitHow direct-response marketers can unlock TV's full growth potential through smarter targeting, contextual creative, and multi-model measurement.
Available for bookingA data-backed look at why IP-to-email matching averages only 16% accuracy, and the practical targeting alternatives brands can use instead.
Available for bookingThe case for broad reach and light-buyer strategy, and why the brands winning on TV aren't spending more — they're spending smarter.
Available for bookingRecordings from past keynotes, panels, and conference presentations. See how Catherine challenges assumptions and reframes the way the industry thinks about TV and CTV.
Available for keynotes, panels, and moderated discussions at conferences, brand events, and industry summits. Specialized in TV, CTV, performance media, and marketing effectiveness.
