TV advertising has historically been difficult to attribute, leading many to believe that the same is true for newer solutions like Connected TV (CTV). However, reliable CTV attribution does exist, and marketers need to find the right model for their goals. To ensure CTV-driven outcomes are measured, successful attribution models should deduplicate other traffic sources, track user visits on all devices within a customizable window, and run a diagnostic check to confirm that the visit wasn't driven by other marketing channels. Accurate attribution leads to better performance and improved efficiency by 15-30%. Marketers should look for a partner that uses an attribution model such as Verified Visits to ensure that credit is given where it's due and pave the way to more effective and impactful advertising campaigns.
Originally reported by Martech: https://martech.org/cracking-the-code-on-accurate-attribution-for-connected-tv/
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