In the previous era of television advertising, achieving proper attribution was a challenging task, often considered nearly impossible.

Consequently, numerous marketers hold the belief that same difficulties persist in contemporary approaches such as linked TV. According to a survey conducted by eMarketer, attribution emerges as the foremost area of improvement desired by marketers in the realm of Connected TV (CTV).

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The significance of attribution is duly acknowledged. The precise measurement of campaign success for brands is hindered in the absence of reliable attribution. However, it is important for marketers to recognize that we have moved beyond the era of making rough estimates about the likelihood of achieving success. There is indeed credible evidence of attribution in the realm of connected TV (CTV), as it primarily functions as a conduit for performance marketing.

The crucial aspect lies in identifying the appropriate CTV attribution model that aligns with one’s objectives. Naturally, there exists variability in the quality and effectiveness of different attribution models. Certain models attribute performance to CTV that is influenced by other marketing channels, while others do not adequately acknowledge the contribution of CTV. Certain attribution models provide an estimation of the credit that can be attributed to CTV.

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Achieving cross-device attribution is a fundamental requirement for effectively utilizing Connected TV (CTV) platforms.
In the contemporary globalized landscape, characterized by extensive interconnectivity, marketers are compelled to adopt an attribution model that effectively traces the trajectory of customers across many devices, ensuring comprehensive coverage of each touchpoint leading to conversion. Undoubtedly, a robust CTV attribution model should encompass, at the very least, the amount of cross-device attribution mentioned.

In order to effectively ascertain the impact of connected TV (CTV) on outcomes, it is imperative to employ a robust CTV attribution methodology that eliminates the duplication of results from other sources of traffic. MNTN’s Verified Visits use source validation to verify the traffic originating from various media sources, so ensuring that the CTV campaign receives credit only for the appropriate visits. In order to have a more comprehensive understanding of an accurate attribution model, let us proceed with an examination of the Verified Visits methodology.

The advertisement is presented to the viewer: Initially, a user observes your connected television (CTV) advertisement, which is delivered on high-quality streaming networks.

Cross-device tracking refers to the capability of a platform to monitor and record user interactions with a brand’s website across several devices within a specified time frame. This monitoring encompasses visits that are initiated either organically or directly from an advertisement.

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Source validation involves doing a diagnostic examination to verify that the visit was not influenced by other marketing channels, such as paid search, social media, or emails.

Verified Visits guarantees that the CTV campaign is attributed just to the visits it directly influenced, hence providing businesses with comprehensive understanding of a consumer’s conversion journey and real-time elimination of duplicate data from other channels. Although the current prevalence of this degree of transparency is not widespread within the industry, marketers should actively seek out a collaborator who strives to attain it through their own attribution mechanisms.

The act of accurately attributing credit or recognition to the appropriate source leads to improved performance.
The advantages of precise attribution extend beyond the evaluation of CTV advertising. The compass serves as a valuable tool for marketers in guiding their efforts towards optimizing culture marketing. The utilization of accurate performance data enables marketers to enhance their overall strategies by analyzing the outcomes of their Connected TV (CTV) advertisements. Put simply, ensuring proper attribution on CTV leads to enhanced overall performance, enabling brands to effectively reach large audiences and achieve quantifiable outcomes. In addition, it is worth noting that proper attribution holds significance not only for personal reassurance but also for its demonstrated potential to enhance efficiency by a range of 15-30%, as evidenced by research findings. In conclusion, the utilization of an attribution model such as Verified Visits and the implementation of proper credit allocation contribute to the facilitation of more efficient, evidence-based, and influential advertising initiatives.


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