White Paper: Multi-Touch Attribution in the CTV Environment

Even with access to machine learning technology and advanced data collection, some advertisers still rely on antiquated methods — like first touch and last touch — to assess performance. As a result, they’re not seeing the full picture, which makes it difficult to reach consumers and keep them engaged. In the modern connected TV landscape, only multi-touch attribution paints a holistic picture of ad effectiveness.

For this comprehensive analysis of multi-touch attribution in the CTV environment, we considered how ad timing, frequency of ad exposure, and other factors impact conversion. Download our full white paper to learn how the advent of CTV is revolutionizing television advertising and how to move away from arbitrary, outdated attribution methods.