<p>In this episode of Marketing Operators, Cody and Connor break down how growth teams are rethinking measurement heading into 2026 - especially the rising importance of brand tracking. They discuss why click-based attribution alone no longer works, how incrementality and geo tests fill in the gaps, and why tracking awareness, consideration, and “future demand” is becoming essential.</p><p>Then they’re joined by Austin Santino, Client Development Manager at Tatari, and Jonathan McKenzie, Co-Founder of Turtlebox. Jonathan shares the brand’s unique origin story - four best friends building a rugged speaker for their sailboat before realizing it could become a business. Austin breaks down how Tatari has helped Turtlebox validate audiences and content through high-signal CTV testing and confidently expand into larger live-sports and linear placements. Jonathan also shares how Turtlebox is aiming to move from fast-cycling, performance-style creative toward more intentional, long-form storytelling as the brand matures.</p><p>This episode delivers the frameworks, tactics, and operator-level insights you need to sharpen your measurement strategy and scale your TV investment with confidence.</p><p><br></p><p>Tatari: <a href="https://www.tatari.tv/?utm_campaign=29640555-Operators%20Podcast%20Nov%20%2725&utm_source=podcast&utm_medium=operators" target="_blank" rel="ugc noopener noreferrer">https://www.tatari.tv/?utm_campaign=29640555-Operators%20Podcast%20Nov%20%2725&amp;utm_source=podcast&amp;utm_medium=operators</a></p><p><br></p><p>If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: <a href="https://forms.gle/1W7nKoNK5Zakm1Xv6" target="_blank" rel="ugc noopener noreferrer">https://forms.gle/1W7nKoNK5Zakm1Xv6</a></p><p><br></p><p>Chapters:</p><p>00:00:00 - Introduction</p><p>00:06:32 - Implementing Brand Tracking</p><p>00:20:45 - The Value of Earned Media Value (EMV)</p><p>00:35:26 - Turtlebox Audio: Origin Story and Product Differentiation</p><p>00:48:11 - TV Content Strategy</p><p>00:58:25 - 2026 Planning and The &quot;Small Bets&quot; Philosophy for Founders</p><p><br></p><p>Powered by:</p><p>Motion.</p><p><a href="https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends" target="_blank" rel="ugc noopener noreferrer">https://motionapp.com/pricing?utm_source=marketing-operators-podcast&amp;utm_medium=paidsponsor&amp;utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends</a></p><p><br></p><p>Prescient AI.⁠⁠⁠</p><p><a href="https://www.prescientai.com/operators" target="_blank" rel="ugc noopener noreferrer">https://www.prescientai.com/operators</a></p><p><br></p><p>Richpanel.⁠⁠</p><p><a href="https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc" target="_blank" rel="ugc noopener noreferrer">https://www.richpanel.com/?utm_source=MO&amp;utm_medium=podcast&amp;utm_campaign=ytdesc</a></p><p><br></p><p>Aftersell.</p><p><a href="https://www.aftersell.com/operators" target="_blank" rel="ugc noopener noreferrer">https://www.aftersell.com/operators</a></p><p><br></p><p>Rivo.</p><p><a href="https://www.rivo.io/operators" target="_blank" rel="ugc noopener noreferrer">https://www.rivo.io/operators</a></p><p><br></p><p>Subscribe to the 9 Operators Podcast here:</p><p><a href="https://www.youtube.com/@Operators9" target="_blank" rel="ugc noopener noreferrer">https://www.youtube.com/@Operators9</a></p><p><br></p><p>Subscribe to the Finance Operators Podcast here:</p><p><a href="https://www.youtube.com/@FinanceOperatorsFOPS" target="_blank" rel="ugc noopener noreferrer">https://www.youtube.com/@FinanceOperatorsFOPS</a></p><p><br></p><p>Sign up to the 9 Operators newsletter here:</p><p><a href="https://9operators.com/" target="_blank" rel="ugc noopener noreferrer">https://9operators.com/</a></p>