Picture of Alberto Scioscia
Alberto Scioscia

20.06.2024

Mastering CTV: The Art of Measurement and Attribution

Remember the thrill of waiting for the next episode of your favorite TV series? Those days are long gone, thanks to Connected TV (CTV), which lets us watch whatever we want, whenever we want. With 87% of American households owning at least one CTV device, publishers have a golden opportunity to tap into this shift in viewing habits. But to make the most of it, they need to get savvy about measuring and attributing the success of their ads.

Evolution of CTV Measurement

Forget about old-school metrics – they just don’t cut it anymore in the world of CTV. Smart publishers know they need to embrace advanced measurement techniques that give them deep insights into viewer analytics.

With advanced analytics tools publishers can get more insights into several data points, like post impression engagement metrics to offer a comprehensive understanding of audience interactions with CTV content. By harnessing the power of deep learning algorithms publishers can customize parameters and enhance the effectiveness of a campaign. 

Embracing Outcome-Based Metrics

In today’s advertising world, it’s all about results. Advertisers want to see real bang for their buck, and that means focusing on outcomes like conversions and ROI, rather than just racking up impressions. Publishers who can show they’re delivering real business results will win big in this game, and that’s where performance analytics tools come in handy. They let publishers tie their ad spend directly to business outcomes, proving their worth and guiding strategic decisions.

Navigating Cross-Platform Attribution Challenges

Advertisers are shifting their focus towards outcome-based metrics, due to competition and an ever-evolving consumer preference. By aligning advertising goals with tangible business results, publishers can focus on quantifiable outcomes such as conversions, brand, and return on investment (ROI), instead of solely concentrating on reach and impressions.

The integration of performance analytics tools empowers publishers to establish a direct connection between ad spend and business outcome. This fosters accountability but also drives strategic decision-making, which enables publishers to be more suitable for outcome-based campaigns.

Bottom line

The world of CTV advertising is a wild ride, full of innovation and opportunity. Publishers who embrace the latest measurement techniques, prioritize outcomes over impressions, and tackle the challenges of cross-platform attribution head-on will come out on top. In an industry that’s constantly evolving, flexibility and adaptability are key – and those who can keep up will reap the rewards in the ever-changing media landscape.

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