CTV’s Takeover Marks a New Era for Measurement and Attribution

As audiences move fluidly between linear and streaming, traditional panel-based metrics are falling short. Connected TV (CTV) is accelerating changes in how performance is measured, attributed, and optimized.

In this new report, dive into the key trends in TV measurement and attribution, including:

How programmatic buying is becoming the default model for CTV advertising
What the decline of last-click attribution means for your measurement strategy
The role of first-party data and retail media in CTV targeting

4 pages

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CTV’s Takeover Marks a New Era for Measurement and Attribution

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