Marketing professional Jessica Gotti presents a framework for using CTV and linear TV as performance-driven advertising channels for lean teams. The strategy emphasizes a three-part measurement stack—combining agency attribution, user surveys, and incrementality testing—to evaluate ROAS beyond traditional brand awareness metrics.
The shift toward performance-driven CTV signals a maturation of the medium from pure brand awareness to a measurable acquisition funnel. By utilizing IP matching for streaming and modeled uplift for linear, lean marketing teams can now justify TV spend through granular ROAS and payback metrics rather than vague reach statistics. This approach puts pressure on legacy linear providers to improve attribution transparency as streaming algorithms continue to deliver higher-intent users. To maintain growth, watch for the expansion of shoppable ad formats and integrated attribution APIs that close the gap between viewing and mobile app installation.
The transition of Connected TV (CTV) into a performance-first medium coincides with a major structural shift in the advertising market. Per eMarketer (June 2026), US CTV ad spending is projected to reach $17.73 billion this year, surpassing primetime linear TV upfronts ($16.98 billion) for the first time. This shift is driven by the rapid expansion of ad-supported tiers across major platforms like Netflix, Disney+, and Amazon Prime Video, which have flooded the market with premium, addressable inventory. Recent data from the IAB (May 2026) projects CTV to be the second-fastest growing ad channel, with a 13.8% year-over-year increase, trailing only social media. Despite this growth, advertisers continue to face significant fragmentation challenges. According to MNTN Research (2026), the average advertiser now manages campaigns across 4.4 different CTV partners, increasing the demand for unified measurement standards and AI-driven frequency management to prevent creative fatigue. Furthermore, the efficacy of CTV as a performance channel is being bolstered by improved identity resolution. Industry reports from mid-2026 indicate that adoption of standards like UID2 and IAB Tech Lab’s privacy-conscious tracking has improved attribution accuracy for cross-device conversions. This technical progress allows mobile-first brands to bypass the '30% app store tax' by driving users toward web-based onboarding funnels, a strategy that Jessica Gotti previously noted helped Paired regain data visibility lost under Apple’s ATT framework.
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