Resources
Measurement
Explore the principles, frameworks, and decisions that help marketing teams move beyond reporting and measure performance with greater confidence.
Measurement resources
How Attribution Windows Change the Story Your CTV Dashboard Tells
Learn how CTV attribution windows change conversion eligibility, CPA and dashboard interpretation—and why attribution should not be confused with incrementality.
Article · September 14, 2026 · 9 min readWas Streaming Measurement Built for the Customer Journey We Have Today?
Streaming measurement has evolved across TV, mobile, web, and CTV. Learn why identity and event handoffs still shape cross-device measurement.
Article · August 26, 2026 · 10 min readWhy the Streaming Customer Journey Doesn’t End on the Device Where It Started
Learn why streaming customer journeys can remain continuous across devices even when measurement continuity breaks.
Article · August 26, 2026 · 8 min readFrom CTV App Install to Business Value
Learn how streaming leaders can measure CTV growth beyond app installs by connecting activation, viewing, monetization, retention, LTV, and incrementality.
Article · August 25, 2026 · 10 min readMeasuring Existing-Customer Expansion Across Streaming Devices
Learn how streaming leaders can distinguish new-device activity from real customer expansion by measuring substitution, engagement, retention, monetization, and LTV.
Article · August 18, 2026 · 10 min readAttribution vs. Incrementality in Streaming
Learn how credit assignment and causal impact answer different streaming measurement questions and why leaders need both.
Article · August 18, 2026 · 12 min readWhy CTV App Opens Are Often Misattributed as Organic
Learn why CTV app opens can appear organic when cross-device attribution breaks and how streaming teams should evaluate the organic bucket.
Article · August 13, 2026 · 11 min readDeterministic vs. Probabilistic Attribution Explained
Understand the precision and coverage tradeoffs between deterministic and probabilistic attribution in privacy-era cross-device and CTV measurement.
Article · August 10, 2026 · 9 min readWhy Verified CTV App Opens Matter More Than CTV App Installs
Learn why CTV app installs do not always represent real viewer activation and why verified first app opens can provide a stronger signal of acquisition quality.
Article · October 12, 2026CTV Has More Than One Performance Question
CTV performance means more than reach or conversions. Explore four questions on delivery, customer action, customer value, and investment return.
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