eBook | Connected TV: From reach to measurable performance

How do you measure if CTV is actually working?

CTV advertising has crossed a real threshold. CTV upfront ad spending has overtaken primetime linear TV spending for the first time, and CTV keeps growing at double-digit rates while linear continues its decline. But the bigger shift is in what advertisers expect from that investment. CTV used to answer one question: how many households did we reach? Now it has to answer a harder one: what did this investment do for the business?

This eBook walks through how to protect your CTV budget from fragmented buying and diluted inventory, match your measurement approach to your program's maturity, and get more value out of live and premium placements. Whether you're building a CTV program from scratch or refining one that's already running, you'll come away with a practical framework and a checklist to keep close.

Inside, you'll find:

• How interactive formats like QR codes, pause ads, and shoppable overlays are turning CTV into a measurable performance channel, not just an awareness play
• Where CTV measurement breaks down, including audience extension and the "screensaver trap," and how to protect your investment from diluted inventory
• A five-stage framework for matching your measurement approach to where your program is today, from foundational visibility to marketing mix modeling
• What good CTV activation looks like, from choosing the right DSP to planning for live and premium inventory
• A CTV measurement checklist you can use to audit your own program