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.
Catherine joins shots Co-Editor Jamie Madge to make the case for linear television in an increasingly targeted, digitally obsessed world — discussing the uneasy marriage of brand and performance marketing and the complexities of measuring TV's impact.
Watch Interview →The case for buying and measuring CTV like TV — not digital. Why brands winning in CTV use AI-powered buying, layered measurement, and run linear and CTV together for maximum impact.
Read & Watch →How direct-response marketers can unlock TV's full growth potential through smarter targeting, contextual creative, and multi-model measurement — with real strategies that move the needle.
Watch Presentation →A data-backed look at why IP-to-email matching averages only 16% accuracy, the $7B identity data problem in CTV, and the practical targeting alternatives brands can use instead.
Watch Webinar →Why targeting looks precise but isn't, how narrow audiences shrink ROI, and why last-touch metrics give brands false confidence. Delivered live at the Modern Retail Marketing Summit.
Watch Session →
Available for keynotes, panels, and moderated discussions at conferences, brand events, and industry summits. Specialized in TV, CTV, performance media, and marketing effectiveness.
Book Catherine →
