A guide to closing the CTV attribution gap
CTV ad spend in the US will reach roughly $38 billion in 2026, and eMarketer projects it will overtake linear TV spend for the first time in 2028.
We surveyed 200 senior marketing leaders who make or influence CTV budget decisions. Sixty-two percent now hold CTV to the same performance bar as paid social or search. But when we asked what’s actually stopping teams from treating CTV as a true performance channel, “I can’t connect CTV exposure to conversions” was the second most common answer.
This playbook walks through three plays for closing that gap:
- Measure CTV with performance channel rigor. Learn why confidence and capability often diverge, and how to build a measurement framework around the right attribution windows and events.
- Match every screen to one household. See how to close the identity gap between a CTV viewer and a mobile shopper, including when QR codes make sense and when they don’t.
- Connect every buying partner to one measurement layer. Find out how to centralize reporting across publishers and DSPs so you stop paying to reach the same household five times.
You’ll also get the full survey data behind these findings, benchmarked across 200 marketing leaders managing real CTV budgets.