Attribution in CTV is the measurement discipline that connects an ad impression on a connected TV to a downstream business outcome — a purchase, a store visit, an app install, a search query. It is the hardest measurement problem in CTV, and the one that matters most for advertisers who need to justify their spend.
This hub covers every major attribution approach used in CTV today: from last-touch models (and why they fail for TV) through to incrementality testing, media mix modelling, footfall attribution, and the practical realities of attribution in the Indian market. If your campaign has run and you are trying to prove its value, this is where you start.
Articles in this hub
- Last-touch attribution for CTV: why it fails and what to use instead
- Multi-touch attribution for CTV: models, limitations, and when to use it in India
- Media mix modelling for CTV: how MMM quantifies contribution to business outcomes
- Incrementality testing for CTV advertising: how to measure what your campaign actually caused