This was a DMSC 2026 session.See the 2027 Agenda
- Agenda
- 2026
- Keynote
From Living Room to Showroom: The New Science of TV Attribution
Turn TV from a black box into a measurable performance channel
Presented by
About the Session
TV has long been automotive’s biggest ad spend and its biggest black box. That era is over. In this keynote panel, Clarivoy’s Chris Kerr joins leaders from Comcast Advertising and Spectrum Reach to show how deterministic attribution is transforming television from a brand awareness bet into a fully measurable performance channel.
The panel will walk through how Clarivoy’s attribution technology connects household-level TV ad exposure across linear, CTV and streaming to real consumer actions: visits to major automotive marketplaces, dealership website engagement and actual vehicle sales. Attendees will leave with a clear understanding of what modern TV measurement looks like, how the industry’s two largest video distributors are partnering with Clarivoy to close the loop, and what this means for how dealers should evaluate and optimize their video spend in 2026 and beyond.
On Stage
Tara RegoDirector of Market Growth, Spectrum ReachTara Rego is the automotive director of market growth at spectrum reach, where she leads the development of strategic growth opportunities, partnerships, and advertising solutions for the automotive sector. Her career spans military service, automotive retail leadership, and media strategy, giving her a distinctive perspective on the intersection of dealer operations, consumer engagement, and business growth.
Chris KerrChief Revenue Officer, ClarivoyChris is the Chief Revenue Officer of Clarivoy. He’s spent the last 25 years working with businesses to improve their advertising campaigns and performance.
Anthony JingoliSr. Director Automotive Strategy & Partnerships, Comcast AdvertisingAnthony Jingoli is Senior Director of Automotive Strategy at Effectv, the advertising sales division of Comcast Cable. In this role, he is responsible for the planning and execution of Comcast Advertising's automotive strategy to nurture new revenue streams, innovative solutions and best practices while providing a valuable customer experience to automotive clients.
Worth Knowing
From DMSC’s research on Measurement & Attribution. Every number links to its source.
- By the Numbers$9.96B
Franchised dealers' total advertising spend in 2025, a record, most of it digital
Source: NADA
- Term to KnowLast-click attribution
A model that gives all credit for a lead or sale to the final tracked touch before it.
- Ask Your Vendor
When you claim a sale, what counts as your touch (an impression, a click or a lead), and what lookback window and match method do you use?
- Try This Monday
In GA4 Admin, set event data retention to 14 months and confirm lead forms, calls and chats are marked as key events.
Keep Going
More on Measurement & Attribution
- Flash Talk · Monday, April 27, 2026 · 9:45 amThe State of the Industry: What 9,000 Rooftops Tell UsBreAnna McCready
- Mini Workshop · Monday, April 27, 2026 · 3:45 pmCommon Misbeliefs in Marketing StrategyHunter Allen
- Keynote · Monday, April 27, 2026 · 5:00 pmDealer Reality Check – What’s In, What’s Out in 2026Joe High, Brennan McEachran
- Panel · Tuesday, April 28, 2026 · 11:00 amFrom Data to Decisions: Aligning Metrics, Messaging, and Vendor AccountabilityGlenn Pasch, Denise Galiatsatos, Patrick Abad and 2 more
See You in 2027.
April 18–20, 2027 at the Westin Kierland Resort & Spa. The program keeps its shape, and sessions are announced as they confirm.