The average business owner has heard of attribution, likely in passing. Those outside of the marketing world are generally unaware of what goes into attribution efforts and why attribution is important.

Attribution on CTV empowers business owners and advertisers to gauge the impact of ad efficacy. This is your look at how CTV attribution works.

CTV Attribution Explained

CTV attribution is a process used to gauge the results of CTV advertising. The overarching purpose of CTV attribution is to better understand how individual ads shape ensuing actions such as the installation of apps. 

The attribution of such actions to ad impressions empowers advertisers to understand the true performance of CTV campaigns. Ideally, CTV attribution will clarify the individual ads that drive results, setting the stage for ensuing optimization.

View-through attribution modeling analyzes which viewers see ads yet do not directly interact with them. The purpose of the model is to determine which users see ads yet do not take the next step of engaging with them in the form of an ensuing action such as a click. 

Commonly referred to as VTA for short, view-through action measures ad exposure impact on user actions stretching all the way to the downloading of apps through online stores. VTA also measures ensuing sales increases within a specific period of time.

How CTV Attribution Works

The tracking of a viewer’s path from the presentation of a CTV advertisement to the point of conversion at the bottom of the sales funnel is only possible thanks to the underlying technology. The CTV attribution process includes multiple steps.

Attribution begins with a publisher transmitting bid requests to exchanges to air on CTV streaming content. The accepted bids are then presented on CTV programming before the viewing audience. 

The viewer then watches the ad through his or her preferred CTV show. The user information including the IP address of the individual viewer is transmitted to a third-party partner. Cross-device technology is used to quantify impressions with the installation of mobile apps.

Viewers are inclined to search for the app in online stores such as the Google Play Store. The app is then downloaded to the user’s mobile device.

The installation of the app leads to the recording of the installation and the gathering of information including the IP address. If the device used for streaming CTV content and the mobile phone have the same IP address, the installation of the app is matched to the CTV content for attribution purposes.

The alignment of the app installation on a phone or other web-connected mobile device with the initial viewing of the CTV ad empowers advertisers with the insights necessary to understand the efficacy of the CTV campaign.

The most successful marketers use CTV attribution to gauge ad efficacy to transmit the optimal messages to the target audience. This process ensures attribution as opposed to the gut instinct of a business owner, manager or advertiser drives the ensuing evolution of advertising campaigns for maximum impact.

It is in Your Interest to Change in Unison With Technology

CTV attribution is a giant step forward from the antiquated Nielsen ratings used to measure TV show viewership of specific programs aired on traditional television.

Make use of the latest CTV attribution methods and you’ll maximize the efficiency of your limited advertising budget. If you are still uncertain as to whether CTV advertising and attribution are worth the investment, consider that CTV has surpassed the two billion global audience benchmark.

Moreover, around one-third of viewers consume CTV content through alternative devices ranging from video game consoles to smartphones. This figure will likely increase all the more in the years ahead.  CTV will likely become even more popular among businesses looking to establish inroads with viewing audiences.  

The challenge lies in leveraging CTV for maximum potential. Keep your finger on the pulse of CTV attribution, strategically use the data, progress in the quest to understand the effectiveness of your ads, and then improve them for maximum impact across posterity.

Above all, recognize that the connected TV ads landscape will continue to evolve in the ensuing years as many more people transition away from cable TV to streaming services. As is often said, change is the sole constant. 

Continue to measure campaign results, make adjustments as new tracking technology evolves and you’ll maximize the impact of this technology.

Use the CTV attribution wisely and your business will obtain an invaluable understanding of how your CTV advertising campaigns impact viewer behavior. 

Credit: Photo by Myriam Jessier on Unsplash

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