CTV Measurement Pitfalls for Performance Marketers, Per AppsFlyer
· 27h ago · Originally reported by VideoWeek
AppsFlyer's Alex Yip writes that performance marketers adding CTV to their media mix should scrutinize how measurement works. He argues that attribution tools built for other channels can skew results in ways that push budgets away from CTV even when it is driving outcomes.
Why it matters
As CTV becomes part of performance media plans, flawed attribution can mislead budget decisions. Understanding channel-specific measurement limits helps marketers judge CTV's true contribution.
Explain it like I’m new here
It's like grading one student using another class's answer key — you might think they're doing badly when the test itself is wrong.
Read the original at VideoWeek
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
Go deeper
Related stories
AppsFlyer Expands Agentic AI Hub and MCP Integration for Marketers
AppsFlyer has updated its product suite to enhance its agentic AI capabilities. The release expands Agent Hub and introduces Model Context Protocol (MCP) tools, enabling marketing teams to analyze and act on attribution data through…
AppsFlyer pilots AI agent that adjusts Apple Ads bids after marketer sign-off
AppsFlyer is testing an agent in closed beta that proposes Apple Ads bid changes based on estimated share of voice per keyword and geography, executing only after marketer approval. The setup includes four MCP tools that bring in fraud…
BIGO Ads Achieves No. 7 Global Ranking for Android Gaming in AppsFlyer Index
BIGO Ads, an ad platform operated by JOYY Inc., secured the 7th position globally in the Android Gaming Overall Power Ranking in AppsFlyer's 2026 Performance Index. The platform also received 11 placements across both gaming and non-gaming…
AppsFlyer Reports Increased Ad Spend on Most Top Mobile Media Sources
AppsFlyer found that ad spending rose on 9 out of the top 10 mobile media sources, as marketers now focus on quarter-over-quarter spend changes rather than user retention. The new evaluation formula shifts how media sources are compared…
AppsFlyer Discusses Evolving Cross-Platform Measurement Amid Privacy and AI Shifts
AppsFlyer's Director of Product, Gil Bouhnick, shares insights on how measurement strategies are adapting as customer journeys span multiple devices and channels. He highlights the growing importance of privacy, attribution…
Explainer: How Data-Driven Attribution Assigns Conversion Credit
Data-driven attribution uses statistical analysis to distribute conversion credit across multiple ad interactions. It differentiates between user journeys that result in a sale and those that do not to determine the true impact of each…