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How MMPs Are Evolving to Measure CTV Campaign Impact

Discover how MMPs are evolving their technology to accurately measure Connected TV (CTV) campaign performance and bridge the gap between mobile and CTV attribution. For more; visit here: https://apptrove.com/ctv-advertising/

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How MMPs Are Evolving to Measure CTV Campaign Impact

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  1. Beyond Mobile How MMPs Are Evolving to Measure CTV Campaign Impact www.apptrove.com

  2. Introduction The rapid evolution of digital advertising has taken marketers from banner ads on desktop to personalized campaigns on mobile devices. Now, the spotlight is shifting again—this time to Connected TV (CTV). With viewers flocking to streaming platforms, advertisers are increasing their investments in CTV. But as CTV budgets grow, so does the need for accurate measurement. Enter the Mobile Measurement Partner (MMP)—once the gold standard for mobile app attribution, now expanding its capabilities to meet the complex demands of the CTV space. Let’s explore how MMPs are adapting beyond mobile and shaping the future of cross- platform measurement. The Rise of CTV Advertising A New Frontier for Digital Marketers CTV refers to televisions connected to the internet via devices like Roku, Amazon Fire Stick, Apple TV, or directly through smart TVs. Unlike traditional linear TV, CTV allows for audience targeting, real-time bidding, and personalized ad delivery—making it a powerful channel for performance marketers. CTV ad spend in the U.S. alone surpassed $25 billion in 2024 and is expected to continue double-digit growth. Audiences are spending over 100 minutes per day on average consuming streaming content, demographics. outpacing linear TV in many While CTV opens new doors for creative and programmatic advertising, it also poses a massive measurement challenge.

  3. CTV Is Booming, But Measurement Lags Behind

  4. The Measurement Gap: Why CTV Is Difficult to Track Fragmentation and Lack of Clickability Unlike mobile, where user behavior can be tracked via app installs, deep links, and device IDs, CTV lacks many of these features: No clicks: Most CTV ads are video-based, with no option to click, making click-through attribution ineffective. Multiple viewers: A single household TV may be viewed by multiple users, which blurs audience-level data. Device fragmentation: Different streaming platforms and devices use inconsistent identifiers, which limits deterministic tracking. This measurement gap means brands struggle to connect CTV ad exposure to real-world outcomes, like app installs, purchases, or sign- ups. How MMPs Are Rising to the Challenge Expanding Attribution Models To accommodate CTV, MMPs are shifting from traditional mobile- centric attribution to cross-platform, probabilistic, and cohort-based models. These include: View-through attribution (VTA) Probabilistic matching Household-level attribution Where conversions are credited if they happen within a set time after an ad is viewed—even without a click. Uses address, exposure, and device OS to estimate user identity across devices. data like IP of Maps multiple devices within the same IP range to attribute a CTV ad view to an app install on a mobile phone. time

  5. Incorporating Incrementality Testing Incrementality testing helps advertisers understand what would have happened without the ad exposure. By comparing test and control groups, MMPs can quantify the true lift of CTV campaigns. This method is becoming a vital metric for performance marketers who demand accountability. Real-Time Cross-Device Analytics Modern MMPs now offer real-time dashboards that visualize campaign performance across mobile, web, and CTV. These dashboards often include: Install lift by channel Engagement metrics post-view Funnel analysis from CTV view to mobile app install or in-app purchase Modern MMPs now offer real-time dashboards that visualize campaign performance across mobile, web, and CTV. These dashboards often include:

  6. Use Cases: Who’s Winning with CTV Measurement? DTC and App-Based Brands Brands that rely on app installs or direct consumer action are leveraging CTV’s visual storytelling with MMP-backed measurement to drive results. For example: Fitness apps are using CTV to target health-conscious viewers and linking it back to mobile installs. Fintech platforms are running household-based retargeting campaigns, serving CTV ads to users who dropped off in the app funnel. These brands need measurement tools that go beyond vanity metrics and provide real ROI insights—something today’s advanced MMPs are delivering. The Future of MMPs in a Multi-Screen World As CTV adoption continues to surge, measurement will remain the cornerstone of campaign effectiveness. MMPs are no longer just “mobile” measurement partners—they are evolving into multi-platform measurement enablers. Expect the next wave of innovation to include: AI-driven attribution modeling Privacy-safe identifiers that comply with evolving regulations Seamless integrations with DSPs and CTV networks The demand is clear: advertisers want measurable outcomes across every screen.

  7. From Mobile to Multi-Screen: MMPs Evolve 100% compliance with GDPR & CCPA 100 90 70% of CTV installs now rely on probabilistic matching 80 70 60 40% better accuracy using household-level attribution 50 +20–30% increase in attribution accuracy with Apptrove 40 30 20 10 0 Apptrove: Leading the Next Generation of MMPs Among the MMPs rising to meet the CTV challenge, Apptrove stands out as a trailblazer. Apptrove was built with a mobile-first foundation but has rapidly expanded into CTV attribution, cross-device analytics, and advanced cohort tracking. What sets Apptrove apart is its commitment to accuracy, transparency, and innovation:

  8. CTV-optimized attribution engine: Uses both deterministic and probabilistic methods to track users from CTV views to mobile conversions. Unified dashboard: Consolidates data from mobile, web, and CTV channels for real-time insights. Privacy-first architecture: Fully compliant with GDPR, CCPA, and emerging data laws. Brands using Apptrove have reported 20–30% increases in attribution accuracy and better ROI clarity on their CTV spends. In a world where audiences shift seamlessly between screens, Apptrove empowers marketers to do the same—with confidence and clarity. Conclusion CTV is no longer a “nice to have”—it’s an essential part of the digital ad mix. But without the right measurement, even the most compelling campaigns fall flat. As CTV matures, MMPs are proving they can keep up by evolving into cross-device attribution powerhouses. If you’re looking to make the most of your CTV investments, consider partnering with an MMP that’s already ahead of the curve. Apptrove is helping brands move beyond mobile and unlock the true impact of every screen.

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