Why Today’s CTV Attribution Models Fall Short
CTV is poised to become the third “big scale” performance advertising channel, but is effective CTV attribution actually possible?
CTV is poised to become the third “big scale” performance advertising channel, but is effective CTV attribution actually possible?
Like their cookie cousins, IP addresses face an uncertain future. Yet the industry seems stumped for an alternative to its chosen CTV default.
CTV is entirely its own thing. Doggedly following display practices can cost you time and money.
YouTube is now a rival to TV networks. Yet many networks still post their content to the platform via friendly licensing agreements. In the current war for viewer attention, this is a potentially crippling move.
The second round of ad fraud (and worse) alleged by Adalytics on the part of Google/YouTube provides yet another definitive example of the problem with mega walled gardens.
In the context of TV advertising, clean rooms offer privacy-compliant software that enables advertisers and publishers to match user-level data without actually sharing any personal information or raw data with one another.
Google’s protestations about TrueView’s media quality aside, two questions remain: Why is any of this happening, and why is change unlikely in the short term?
YouTube is very much in the hot seat. However, let’s zoom out and consider all of the different media companies and platforms that are doling out “grab bags” of video inventory.
These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.
Discrepancies across the various attempts to quantify the issue with YouTube TrueView have just raised more questions about measurement failures.