Measured's Q1 2026 analysis of 148 advertisers indicates that CTV delivers a median incremental ROAS of $1.38, noting that platform-reported data often inflates results by 2x. The report advocates for geo holdout testing as a causal measurement method to calibrate media mix models and improve budget allocation.
The shift of upfront commitments from linear to streaming necessitates a transition from probabilistic device graphs to causal CTV incrementality measurement. As privacy regulations and signal loss erode traditional tracking, brands relying on platform-reported view-through metrics risk over-allocating capital to non-incremental conversions. This data suggests that while CTV is a high-performing channel, the massive spread in ROAS between advertisers is driven by measurement sophistication rather than just creative quality. The industry is moving toward a hybrid model where periodic geo-testing anchors always-on media mix modeling to ensure budget efficiency. Watch for whether major streaming walled gardens adopt independent geo-testing standards to defend their premium pricing against linear benchmarks.
Measured has positioned itself as a leading independent voice in the CTV incrementality measurement space, competing with platforms like DoubleVerify, Integral Ad Science, and iSpot.tv for advertiser trust. In March 2025, Measured raised $30 million in Series B funding led by Edison Partners to expand its incrementality testing platform, signaling investor confidence that brands are shifting budget toward causal verification rather than platform-reported attribution. The company's Incrementality Model, which uses geo holdout testing across hundreds of campaigns, has become a reference point for agencies evaluating whether CTV dollars are generating truly new conversions or merely capturing demand that would have occurred organically.
The broader business case for independent CTV incrementality measurement is being reinforced by major platform moves and regulatory pressure. In January 2025, Comcast launched Universal Ads, a self-serve CTV advertising platform designed to lower the barrier for small and mid-size advertisers, expanding the pool of advertisers who need reliable performance data beyond walled-garden dashboards. Meanwhile, the IAB Tech Lab has been working on updated measurement standards for addressable CTV, and the collapse of third-party cookies has accelerated advertiser demand for privacy-safe causal methods. DoubleVerify acquired Scibids in late 2024 to strengthen its AI-driven media quality and outcome measurement capabilities, directly competing with Measured's geo-testing approach by offering algorithmic outcome verification at scale.
On the technical side, the gap between platform-reported and independently measured CTV performance has been documented across multiple studies. iSpot.tv reported in its 2025 State of CTV Measurement that platform-reported conversion rates exceeded independently verified incremental conversions by an average factor of 1.8x, closely aligning with Measured's finding of approximately 2x inflation. The methodological debate centers on whether view-through attribution windows, which credit any ad exposure within a set period regardless of causal influence, systematically overstate CTV's contribution. Geo holdout testing, which compares conversion rates in exposed versus unexposed geographic markets, remains the gold standard for isolating true incremental lift, though it requires sufficient scale and budget to produce statistically significant results. Measured's dataset of 148 advertisers represents one of the largest independent CTV incrementality benchmarks published to date.
For related background, see StreamingMeme's prior coverage of US CTV ad spend to hit $36.95 billion by 2026.
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