Articles for Dan Larkman

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Biographical Information

Dan Larkman

CEO, Keynes

Dan Larkman is CEO, Keynes.

Articles for Dan Larkman

What Counts as CTV? Why Defining the Channel Matters for Performance

13 Jan 2026

CTV should mean ads that run where viewers expect TV adverts. That means full-episode, professionally produced, long-form content streamed through connected devices. It excludes user-generated clips, background ads, and placements that may technically run "on the big screen" but don't align with consumer perception of television.