Dataseat's Matilda Lindström discusses the shift of Connected TV (CTV) from a brand-awareness channel to a performance-based mobile user acquisition channel. The interview highlights the importance of aligning attribution settings in Mobile Measurement Partners (MMPs) and overcoming organizational silos between brand and mobile marketing teams to successfully measure CTV conversions.
The shift toward performance-based buying turns streaming inventory into a direct competitor for social media and search budgets. By utilizing probabilistic IP matching, developers can now justify higher CTV spend through measurable return on ad spend rather than vague reach metrics. This evolution forces a technical reconciliation between brand and performance teams who previously operated in isolation. As programmatic fill rates remain low, early adopters benefit from favorable economics before the market reaches saturation. Watch for whether Adjust and other measurement providers update their default priority settings to better reflect the immediate conversion potential of second-screen viewing habits.
Dataseat reports that new performance CTV attribution capabilities are transforming streaming from a brand-awareness tool into a direct-response channel for mobile apps. By linking streaming impressions to down-funnel mobile installs, advertisers can now justify higher CTV spend through measurable return on ad spend, directly competing with social media and search budgets.
Advertisers use programmatic bidding and probabilistic IP matching to link streaming impressions directly to down-funnel mobile installs, allowing for measurable return on ad spend.
Organizational silos between brand teams and mobile user acquisition teams remain the primary obstacle to achieving unified campaign measurement.
MMP settings vary significantly between providers; AppsFlyer gives CTV equal priority in attribution, while Adjust currently places it at the bottom of the hierarchy.
Inventory supply is outpacing demand, as roughly 50% of the U.S. population uses free ad-supported streaming services, allowing early adopters to benefit from favorable economics.
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