“What looked good on an Excel as a proxy KPI wasn't necessarily aligning with the business outcome.”
Paolo Mulè
SVP Global Clients & Strategic Partnerships at Dailymotion Advertising
For over a decade, the industry chased proxy KPIs — CTR, VTR — because they were the best signal available. Paolo Mulè, SVP Global Clients and Strategic Partnerships at Dailymotion, calls it an industry-wide failure: metrics that looked good on a spreadsheet but rarely lined up with what the business needed, fracturing trust between media teams and CMOs.
Paolo’s fix runs on the platform’s own scale: 5 billion video streams a month, fed into AI that goes beyond chasing one greedy metric. The goal: plan, target, and optimize for real brand outcomes, then feed the results back into the model, closing the loop between what the campaign did and what the business actually gained.
