Navigating Challenges in Connected TV Attribution

This chapter delves into the complexities of attribution in Connected TV advertising, exploring the historical difficulties faced in measuring TV audience effectiveness. It discusses the shift towards streaming data, innovative methods like QR codes, and the role of AI in understanding fractional attribution. Emphasizing collaboration, testing new ad formats, and utilizing various measurement tools, the chapter highlights the evolving landscape of TV advertising and the need for marketers to create custom measurement models using first-party data.