How can we explain the sudden 20% decline in click-through rates for Innovid's connected TV advertising campaigns in the past two weeks?

Introduction

The sudden 20% decline in click-through rates for Innovid's connected TV advertising campaigns over the past two weeks is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for our product strategy.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal trend. Has this decline coincided with any major events or holidays?

Why it matters: Seasonal factors could explain the sudden drop and inform our solution approach. Expected answer: No significant seasonal events during this period. Impact on approach: If confirmed, we'd focus more on internal factors.

• Considering user segments, I'm curious if this decline is uniform across all demographics. Have we seen any particular user groups more affected than others?

Why it matters: Identifying specific affected segments could point to targeted issues. Expected answer: The decline is relatively uniform across segments. Impact on approach: A uniform decline would suggest a more systemic issue.

• Regarding recent changes, have there been any updates to our ad serving algorithm or content recommendation system in the past month?

Why it matters: Recent changes could directly impact click-through rates. Expected answer: A minor update was pushed two weeks ago. Impact on approach: This would become a primary focus of our investigation.

• Thinking about measurement accuracy, has there been any change in how we track or calculate click-through rates recently?

Why it matters: Ensures we're not dealing with a data anomaly rather than a real decline. Expected answer: No changes to tracking or calculation methods. Impact on approach: Confirms we're dealing with a genuine performance issue.