Advanced TV, which we define today as Addressable TV and OTT, offers marketers a powerful combination of precise targeting, as well as the ability to measure the effectiveness of their campaign from exposure to conversion. For direct brands—and any brand—measuring ROI is table stakes today, regardless of platform. Our goal with this attribution guide is to show how to do this effectively for these advanced “big screen in the living room” campaigns.
Attribution in Advanced TV is a unique, emerging practice that offers advertisers the opportunity to understand how data-driven, audience based TV campaigns can drive sales, awareness, purchase intent, and other measurable KPIs. Furthermore, buyers can start to understand which segments, platforms, and content they should be investing in. By tying . . .
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