The OTT/CTV Space is Booming

Ad spending on CTV platforms continues with a projected increase of advancements and opportunities in the over-the-top (OTT) and connected TV (CTV) advertising space. As consumer viewing habits continue viewing streaming services ad dollars continue to migrate toward these channels as well.


The industry built tools to better target streaming audiences and measure their viewing behaviors, with the goal of providing the most compelling ad opportunities for marketers looking to connect with valuable consumers. Making up 10% of all digital ad spending, CTV ad spending is expected to reach $29.29b in 2024.1


Connected TV penetration in U.S. households continues to grow, as more households acquire internet-connected devices to watch content.2


CTV’s ability to merge the often separated performance and brand marketing worlds is redefining the digital advertising space as we once knew it. Given the immense ad opportunities that CTV/OTT offers—including precise, digital-like measurability and a high-quality viewing environment and the valuable audiences it draws in—and the significant investment in these channels, advertisers and brands are increasingly focused on proving the effectiveness of their OTT campaigns.


Giving Credit Where Credit is Due

Through next-generation CTV ad platforms, marketers can now understand the CTV exposure-to-outcome impact of their ads. Given the large investment in this media channel, attribution—the process of assigning credit for conversions to various marketing touchpoints along the customers’ journey—has become a must-have for growth and performance marketers. This information is critical to creating more effective ad campaigns and boosting revenue. In measuring conversions following ad exposure for CTV, it’s important to understand which exposure caused the conversion to take place. For example, if a person sees an ad for Jersey Mike’s Subs on CTV and grabs their phone to do a quick search for the nearest location, then clicks on the link and places an order. This behavior will be attributed to Google, while in fact the search and the sale were 100% inspired by the TV ad. This faulty attribution dynamic has played out for years, resulting in hundreds of billions of dollars in valuation being hijacked by last-click digital companies.


While some attribution models use basic analytics data, they only provide a template and often fail to account for important steps in the marketing funnel. While last-touch attribution has long been the “go-to” measurement method, marketers now need to explore different attribution methodologies, given the increasingly fragmented media space and evolving consumer journey. The digital ad space needs to advance our understanding of single-touch measurement models, as they assign 100% of conversion credit to only one marketing touchpoint and often focus on only the first or last interactions, and adapt more sophisticated methods of analysis for campaigns. By leveraging different attribution methodologies, marketers can gain more in-depth insights regarding ad effectiveness to drive future marketing decisions.


It’s important to understand that attribution is a journey and the consumer journey is ever-changing. Today, a person can be exposed to a brand’s ad across numerous platforms and devices before purchasing. In fact, in the modern age of marketing across platforms, devices, and channels, the typical retail consumer requires an average of 56 touchpoints before making a purchase.3 It is important to assign proper credit to each touchpoint so that marketers can determine where their budget should be spent.


Leveraging Multiple Attribution Methodologies to Improve Campaign Performance

Our award-winning proprietary Performance CTV platform matches and tracks OTT/CTV impressions across premium inventory sources to real-world events, including site visits, store location visits, subscriptions, app installs, form-fills, purchases, revenue, and more to provide a more granular look at the consumer journey. We know, deterministically, at the household level, when someone is exposed to an ad and then takes action—whether it be digitally or physically. With our platform, advertisers can analyze exactly what’s driving desired results among consumers using multiple attribution methodologies.


Our Performance CTV platform takes attribution a step further, measuring every single touch prior to a conversion. Powered by innovative technology, the platform allows users to toggle freely between four different attribution methodologies in real-time to see exactly which touchpoints are driving the most leads, sales, installs, or visits among consumers. Advertisers have the ability to shuffle the distribution of credit according to the following attribution methodologies:


First Touch: All conversion credit assigned to the first variables that the converter was exposed to.


Last Touch: All conversion credit assigned to the last variables that the converter was exposed to.


Time Decay: Credit weighted more heavily across variables that the converter was exposed to as said exposures approach conversion (aka credit increases as time to conversion decreases).


Linear: Credit evenly dispersed across all variables that the converter was exposed to.


Our Performance CTV platform is the one-stop-shop for advertisers and agencies looking to transform data into actionable items that can be leveraged and improved upon in the future. By measuring and assigning credit to different variables in your campaign, our platform determines the true impact of each of them on any KPI—providing a new standard in tracking, transparency, and results via comprehensive attribution insights. Our platform then uses these insights to inform its media buying with a bidder that moves the budget toward the highest-performing campaign variables—lowering CPAs, maximizing ROAS, and making a tangible impact on a brand’s bottom line. Expanding your attribution methodologies will not only help refine your budget strategy but will have a lasting impact on your current and future ad campaigns.





  1. eMarketer, 3/29/2023, “US Connected TV (CTV) Ad Spending, 2021-2027 (billions, % change, and % of digital ad spending)”
  2. eMarketer. 6/2/2023. “US Connected TV (CTV) Household Penetration, 2014-2023 (% of total TV households)”
  3. AdRoll, 11/05/21, “Why First-Touch and Last-Touch Attribution Are Out of Style”

With the influx of new marketing channels finding their place in the modern digital age, advertisers worldwide are launching campaign after campaign across a broad spectrum of mediums, from Google paid search to linear and CTV.

There’s no doubt that this omnichannel approach does wonders for driving greater brand exposure and customer engagement. Of course, the more screen time you get, the more likely your most valued audience will see your message and decide to act, regardless of what that next step looks like for your specific brand.

But the rise of multi-channel strategies, and even those singular ones, also poses a pressing challenge to the everyday digital marketer: accurately tracking sales and conversions.

Fortunately, the right attribution model will deliver the insights you need to know exactly what is driving your consumers across channels — all the way from initial ad exposure to conversion.

What Is Attribution in Marketing & Why Is It Important?

Every digital advertiser benefits from not only determining how a customer came across their ad but also how they progress through the marketing funnel.

Because the average online customer journey now ranges from 20-500 touchpoints, it’s important to recognize that a lot of interaction happens before your customer decides to make a purchase.

With marketing attribution, you can go in-depth to fully understand the impact of different touchpoints along the customer’s journey — from beginning to end — and discover which channels contribute to a conversion.

These findings provide you with measurements of the successes and/or challenges of your campaign’s online presence and help you track your investment to determine your return on investment (ROI). When you leverage attribution models, you’ll have assistance outlining the resources you plan to use in future campaigns more effectively, helping you work towards the goal of actually increasing your ROI over time.

The process of attribution is not an easy undertaking for all, but it is crucial to understand. Without the right methodology, you’ll quickly find yourself in the dark with your campaigns, unaware of what’s truly impacting your brand’s bottom line.

Common Types of Attribution Methodologies

From last touch to time decay, different attribution methodologies offer their own distinct advantages.

That’s why using multiple attribution models is highly recommended for an accurate understanding of the customer’s journey in full.

But to reap the best benefits for your brand, you’ll need to select the right attribution models for your campaign, and that decision starts with acknowledging the specific use cases of each.

Last Touch Attribution

The most common attribution model, last touch, determines an estimate of a customer’s last touchpoint with your brand before making a purchase or signing up for a service. Often referred to as “last click” or “last interaction,” this model gives all the conversion credit to the final touchpoint and offers a highly granular glance at your marketing cycle’s conversion points.



First Touch Attribution

Just like last touch, the first touch model is another attribution methodology that assigns 100% of the conversion credit to a singular interaction a consumer has with your brand. This time, however, emphasis is placed on the first touchpoint a customer has with your company, with the main idea being that the initial interaction was the primary selling factor.



Linear Attribution

Unlike last and first touch, the linear model is a multi-touch attribution methodology, taking into account several touchpoints along the customer journey. What’s more, this methodology doesn’t just consider all the ways in which a customer interacted with your brand — it also splits conversion credit equally across each touchpoint, offering a balanced look at your marketing strategy in its entirety.



Time Decay Attribution

Similar in nature to the linear model, the time decay methodology assigns credit to all of the marketing channels that led to a conversion. However, unlike the evenly distributed credit provided by the linear model, time decay places more weight on the later touchpoints, with credit lessening — or decaying — as you look further back into the customer’s journey.



Best Practices With Attribution

Attribution is the math and science of digital marketing, and it’s not always easy to navigate right off the bat.

To effectively leverage attribution data and boost your chances of conversion success, it’s best to:

Start Maximizing Your Digital Campaigns With Digital Remedy

As the digital landscape continues to advance, marketers need to stay ahead, and those that master campaign measurement with multiple attribution methodologies will be best positioned for success.

To fuel your future media budgets and marketing decisions, it’s critical to identify what channels are driving conversions and understand how your channels work together to influence those conversions.

With Digital Remedy as your media partner, we’ll help you determine the best attribution model(s) for your campaigns with specialized optimization, incrementality, and halo effect methodologies.

Speak with a member of our team to learn more, and check out our full video on YouTube.

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Despite what the 21st-century surge of cord-cutters and cord-nevers may lead you to believe, linear TV and the long-stay impact of its advertising capabilities won’t be headed for demise anytime soon.

There’s no doubt that the era of streaming and OTT/CTV is well upon us—reaching 142 million adult viewers across the globe—but abandoning the traditional TV marketing method might just lead to more campaign losses than gains.

Like most things in marketing, the best TV advertising efforts exist in a unit, and a diversified strategy—using both CTV/OTT and linear in tandem—keeps your brand relevant, in touch with your most valued leads, and seeing greater results.

What Is the Current State of the Industry?

A decades-old household staple, linear TV boasts a history of success at driving scale and delivering a broad reach for advertisers.

In recent years, however, the industry has experienced a significant disconnect, leaving many marketers looking to tack on other mediums to their strategy, particularly digital and CTV/OTT.

The age of converged media strategies has been a long time coming, and it’s not just because there are more opportunities than ever to get your brand known. Challenges in today’s linear TV landscape are taking marketing teams back to the drawing board, especially when faced with roadblocks like:

The evidence supporting convergence media approaches is here, and the figures are more than telling. According to a MediaScience/Effectv study, viewers exposed to TV and digital ads—versus digital ads alone—spent 3x more time with the ads, had a twice better brand recall, and rose their purchase intent by 15%.

But the power of combining CTV and linear is still unfolding, and advertisers going into this year’s first multi-currency upfront still cite fragmentation and measurement as top challenges in the converged TV space. Despite the industry’s current pain points, forward-thinking marketers are still embracing the potential of what a convergent media strategy can do, what its future holds, and how it can fit into their budget.

Where Ad Dollars Are Shifting

Ad dollars are moving, and what’s behind the migration is the eager marketer ready to capitalize on the impact of convergent media.

While search and social, mobile apps, and digital display continue their reign as the preferred channels for direct-to-consumer (DTC) marketers—receiving the largest shares of ad dollars in 1H 2023—a growing number of brands are shifting budgets to support increased spending on CTV/OTT.

In fact, 65% of those investing in CTV/OTT advertising in 1H ’23 report it being their first time funneling dollars into the channel, and over half (57%) of all marketers opting for this digital solution will spend more on it than this time last year.

By allocating extra budget to performance TV, advertisers have a leg up in not only staying competitive and reaching a highly targeted audience but also remaining insightful of their campaigns’ true impressions.

Because of the combined, rich data of performance TV and linear TV, over two-thirds of DTC marketers are leveraging CTV/OTT campaign insights to influence and optimize their linear strategies—and hail bigger results.

How Do TV Insights Work?

TV insights deliver the data you need to refine your marketing efforts and make more informed decisions on the who, what, how, when, and where of a successful campaign. Using these linear and CTV/OTT performance insights, you can enhance your advertising strategy and better resonate with your audience in three different ways:

Whether your main goal is fueling your branding, performance, or both, determining the best ways to go about your strategy is made possible with comprehensive TV insights, particularly when it comes to ACR technology.

The Impact of ACR Insights

The everyday smart TV is one of the primary propellors of granular TV insights. With automatic content recognition (ACR) technology built into these devices, smart TVs are able to identify nearly any content—including linear and CTV—playing on-screen and serve as grounds for immense data collection, helping advertisers with:

Although the total number of ACR-enabled TVs currently on the market is unknown, Vizio accounts for over 21m devices as of April 2023, signaling that marketers have plenty of ACR data sources to tap into for their CTV and linear campaigns.

The Benefits of CTV and Linear Convergence

CTV/OTT without data-driven linear TV advertising (and vice versa) is like developing a media buying plan without an experienced media planning strategist in your corner.

It meets the mark, but at what cost to your campaign?

These complimentary marketing tactics are best when leveraged together, and it’s not just because they reach a much wider audience. When you prioritize the combined power of a convergent TV strategy, you can:

It’s easy to fall into the trap that the cord-cutting phenomenon is positing—linear TV is on the decline. However, current viewing numbers suggest that we’re not quite there yet, and ditching traditional TV is only jumping the gun since it accounts for just under 50% of daily views. It still remains a highly saturated medium, and by keeping it in the modern era marketing landscape, advertisers are able to maximize their spending in more ways than one.

When you embrace the capabilities of both performance and linear TV, you’ll boost the data at your fingertips, the reach of your campaigns, and the relevance of your brand, all while staying in touch with industry standards.

Get Started With Digital Remedy

CTV viewership and adoption continue to grow, and with it comes a proliferation of Performance TV, from ad-supported and subscription models to a hybrid of both.

Using TV insights through Digital Remedy, you can optimize your buys across digital by taking into account real-time linear TV data, increasing transparency in your TV buys, finding those hard-to-reach audiences, and measuring more effectively. With our customized digital media buying solutions, we’ll help you tap into your most telling insights and drive your future campaign strategies in ways that deliver the highest return on your investment.

Even more, advertisers can now run their linear media with us, bringing TV planning, activation, and measurement all under one roof. Listen to our RVP, West Coast, Mike McLaughlin expand on why and how Digital Remedy helps advertisers converge their linear and CTV strategy.

YouTube video

Ready to take your TV campaigns to the next level? Speak with a member of our team to learn more.

The Balancing Act: Awareness vs. Performance Marketing

Performance marketing has grown in popularity over the last decade, as marketing budgets have been slashed to maximize return on investment. While brand awareness is important, many marketers are focused on driving (and measuring) bottom-funnel actions, such as website visits, in-store visits, and purchases. Improvements in measurement for once-considered upper-funnel media are coming fast and furious. These improvements show that lower-funnel media can have branding impacts, and upper-funnel media can have performance impacts.

What is Performance TV?

In short, more measurable real-world results and more granular reporting for marketers. Performance TV allows marketers to deliver ads to target audiences, measure campaign performance, and attribute bottom-funnel results. Two main benefits of performance TV are the ability to:

  1. Deterministically or definitively, track conversions from your campaign
  2. Optimize those campaigns away from what doesn’t work toward what does—to drive better performance

Performance TV advertising is done through connected TV (CTV) devices that help to attribute and report on those campaigns. Performance CTV provides a unique opportunity for marketers to reach highly-engaged audiences.

The Rise of CTV

CTV offers the high-impact, brand storytelling power of traditional TV plus the targeting, analytics, and interactivity of digital to provide a compelling environment for audiences to engage with messaging alongside premium content.

“Linear TV and CTV are converging; however, similar to the shifting holiday season, which is promoting earlier shopping each year, that doesn’t mean it has made what to buy, where to buy, and whether or not you have the best deal clear for media buyers (and consumers), which is the case for advanced TV.”

Matt Sotebeer, Chief Strategy Officer, Digital Remedy

For brands looking for new ways to maximize their marketing efforts, CTV is the perfect channel.

“We’re seeing brands start to gear up for Black Friday and Cyber Monday and look toward new channels to leverage. CTV is definitely top-of-mind for these advertisers as long as their investment can be backed up by performance. This makes attribution and optimization on this channel more important than ever.”

– Ben Brenner, VP of Business Development & Strategy, Digital Remedy

CTV’s ability to merge the often-separated performance and brand marketing worlds—including its inherently addressable nature—is redefining the digital ad space and giving marketers a way to take their campaign measurement to the next level.

How Digital Remedy Can Help

Finding the right performance CTV partner can make all the difference in optimizing your media strategy and maximizing ROAS in this fast-growing, highly-profitable market. While many ad tech vendors offer different solutions, not all of them have the full scope of resources to make the most of advertising on this medium. Digital Remedy offers first- and third-party data integrations, direct access to premium OTT publishers, real-time optimization, and granular, transparent bottom-funnel reporting through Flip, our performance OTT stack.

Digital Remedy provides comprehensive campaign performance reporting and data-driven capabilities to help advertisers and agencies connect with target audiences at the best time.With Flip, brands gain access to a sophisticated reporting dashboard to monitor their campaigns and real-time performance insights to optimize towards the KPIs that matter most. Flip provides a new standard in tracking, transparency, and results, including:

With these valuable insights, marketers can make more effective optimizations and investment decisions—to effectively grow their business and drive measurable campaign performance by leveraging the biggest screen in the home to deliver brand messaging.

Download the full report for full insights, including myths surrounding CTV. Interested in learning more? Watch our Digital Dish episode or speak to a member of our team.

The Rise of Digital Audio

Digital audio has become an influential part of the modern marketing mix—allowing advertisers to reinforce their brand’s personality and connect with valuable audiences when they’re not in front of the big screen. Combining the best of digital and radio, streaming audio provides innovative ways for advertisers to deliver messaging to engaged listeners, create immersive, personalized listening experiences, and gain valuable insights. With digital audio, advertisers have the means to reach consumers when they are in the right mindset, with contextually relevant messaging that fuels a strong, mutually-beneficial connection.

The last decade has seen an explosion of digital audio content, a category that includes music services, internet radio, and podcasts. A rise in digital device ownership, combined with increased consumer demand for this type of entertainment content, has fueled the increase in digital audio consumption we’re witnessing today. After several years of growth, the share of U.S. digital audio subscription revenues will peak at 63.9% this year.1 After experiencing a decline from 2018-2021, digital audio ad spending share is expected to grow over the next few years, reaching 37.9% of total digital audio revenues in 2025.

The number of digital audio listeners in the U.S. has been steadily increasing over the past few years. In 2022, it is estimated that there will be 221.5m digital audio listeners in the U.S. (making up 65.7% of the population). Digital audio is driven by intentional listening, giving listeners the control to listen to what they want, when they want, how they want—even when screens are not in use. Through the combination of device, time of day, and content choice, advertisers can purposefully target ‘life’s moments and connect with consumers in an emotional and contextually relevant way with digital audio ads. With the average consumer increasing time spent listening to audio, it presents a significant opportunity for advertisers to reach and resonate with engaged listeners who are likely to be more receptive and responsive to messaging delivered in this powerful, immersive ad environment. In fact, nearly half of streaming audio listeners say audio ads are less disruptive than other forms of advertising, and thanks to streaming audio’s ability to be highly personalized and dynamic, 43% say the audio ads are more relevant to them.2

Role of Podcasts

Podcasts are playing a huge role in the rise of digital audio advertising. Podcast ad spend is expected to exceed $1.71b this year, increasing to $2.15b in 2023,3 and will reach $2.71b by 2025. In 2022, the number of U.S. podcast listeners will reach 125m and will account for 56.4% of U.S. digital audio listeners. As of 2021, there are over 2m podcasts and more than 48m podcast episodes.4

Time spent listening to podcasts has been slowly increasing since 2019 and will continue to increase through 2023. This year, the average adult podcast listener will spend 52 minutes per day listening to podcasts. In 2023, that will increase to 56 minutes, just below an entire hour per day. Between the increased interest in podcasts and the rise in time spent listening to them, advertisers have the perfect opportunity to target relevant consumers based on specific topics that interest them.

Earlier this year, Spotify released a new feature that makes podcast ads even more appealing to brands. The new feature, which Spotify calls “A call-to-action (CTA) card” provides the listener with a small, interactive button near the middle of their device’s screen while an ad is playing, which they can click to be redirected to an advertiser’s website landing page. This new feature also helps consumers remember URLs and discount codes that otherwise may have gone through one ear and out the other.

Measuring the Effectiveness of Digital Audio Ads

Digital audio ads offer the access, agility, flexibility, and precision that advertisers are increasingly seeking in today’s competitive and complex ad space. Not only does this medium present new opportunities for brands to promote their products and services, but because it can be targeted and tracked, it also creates new avenues to measure the effectiveness of audio ad campaigns. Basic digital audio ad metrics include:

• Impressions – Total number of ads served.

• Reach – Number of unique people who heard your ads.

• Frequency – Average number of times each person heard your ads.

 Listen-Through-Rate (LTR)/Completion Rate – Percentage of ads served that were played to the end.

These metrics give advertisers a balance of big-picture assessments and real-time reporting with granular, impression-level data. Armed with this info, not only can advertisers capture the attention of their target audiences, they also can engage and develop new ones.

Programmatic Audio is Having A Moment

Programmatic audio uses technology to automate the process of buying audio ads across digital radio, podcasts, and music streaming services. Programmatic streamlines the ad-buying workflow by strategically delivering ads to users in real-time based on their behavior, without direct interaction from a brand’s marketing department or the audio publisher selling ad space. When integrated into a larger campaign, programmatic audio can create a cohesive and personalized advertising experience that is more likely to result in conversions.

Advantages of Programmatic Audio Advertising:

With audience targeting similar to other programmatic channels and more sophisticated ad inventory, it’s now possible to buy and sell audio ads programmatically. This means that the selling and insertion of ads into audio content is now automated, similar to programmatic display advertising, enabling advertisers to buy targeted ads from all major audio publishers on a single system.

Best Practices for Digital Audio Advertising

By serving ads at just the right time, there’s an opportunity to deepen the relationship with the listener and boost brand awareness and consideration. It’s not just personalized music or podcasts that listeners crave, they also want a personalized ad experience, which keeps your brand top-of-mind. Here are some tips for developing an effective digital audio campaign:

Unfortunately, as new types of advertising opportunities are introduced, scammers are usually not far behind with new kinds of ad fraud to exploit vulnerabilities in the media buying process. Check out our recent Trends report to learn how to protect your brand against the growing threat of ad fraud in the digital audio space.

How Digital Remedy Can Help

Whether you’re looking to get started with digital audio advertising or want to upgrade your digital audio strategy, Digital Remedy offers a comprehensive solution—comprised of top-tier inventory across a fleet of audio-centric publishers and services and the ability to connect with millions of active listeners across multiple devices and formats—to ensure your ads are delivering the greatest impact and driving desired results.

Thanks to our partnership with leading streaming services, such as Spotify and Pandora, brands can reach users listening to music aligned with popular daily activities, life moments, moods, and seasonal events. Digital Remedy provides a multitude of unique segments and data attributes for audience targeting, including but not limited to:

Leveraging our innovative technology, campaign performance can be optimized in real time based on your brand’s specific KPIs and campaign goals, such as:

• Consumer Reach & Engagement              • Ad Deliverability & Viewability             • Return on Ad Spend

Additionally, we’re able to leverage our proprietary attribution system through our Flip platform to track consumers who heard your audio ad and ultimately converted, including site visits and purchases, app downloads, and store visits. Digital Remedy provides the unmatched access, precise targeting capabilities, full transparency, real-time optimization, and seamless attribution reporting needed to achieve your campaign performance goals with a strategic, omnichannel approach.

Interested in learning more about how programmatic audio or podcast advertising can help grow your brand? Speak with a member of our team today.


1. eMarketer, 12/06/21 “Digital audio market sees inflection as advertising grows in share”

2. SXM Media & Edison Research, “Heavy vs. Light Streamers, and the Future of Audience Segmentation” Study

3. eMarketer, October 2021, Podcast Ad Spending

4. Podcast Insights, 12/28/21, “2021 Podcast Stats & Facts (New Research From Apr 2021)”

Key Takeaways





CTV/OTT Will Continue To Lead The Digital Ad Space

As marketers continue to see diminishing returns on search and social, and a shifting privacy landscape within the duopoly (Facebook and Google) forces changes in media spend, growth marketers have begun turning to connected TV (CTV), not for branding, but for performance. There is plenty to be excited about for the future of streaming. As we move forward, we will see more brands becoming extensions of social, putting more dollars towards the CTV/OTT space, and introducing more creative, enhanced, and templated ad units. The industry will see real innovation on the creative front—as that has been a significant challenge for smaller brands getting into this channel. We’ll also see brands building out higher-quality creatives in a faster way. The future of CTV advertising will more heavily leverage non-intrusive, innovative ad formats.

CTV ad spending has far exceeded predictions and will continue to grow next year (and years after). CTV ad spend will reach $19.1b this year, up 32.3% from 2021.1 Ad spending rebounded in a very strong way in 2021, and marketing budgets have returned to normal. This is in part due to the launch and expansion of new ad-supported streaming services. CTV ad spend pricing has increased throughout the last year, which has in reaction, increased overall spend. CTV ad revenue growth will decrease slightly, following the huge spike, however, CTV ad spend will gain share of overall digital ad spending through 2025, passing 10% by 2024. The future of CTV ad spending is bright—more than doubling in 2025 to surpass $30b.1

CTV viewership increased across all generations this year compared to 2020. Gen Z and Millennial users will continue to increase through 2025. YouTube is the number one OTT platform in the U.S. when it comes to penetration among OTT video service users, with market share of 95.5%. YouTube CTV viewers grew almost 63% last year and surpassed the 50% threshold for the share of viewers who watched YouTube content on CTVs.2 In addition, YouTube was found to be the number two streaming service when comparing total hours spent watching content on CTVs in the U.S.


The Threat of Ad Fraud Will Remain

Ad fraud detection and measurement will be extremely important because the demand for inventory will outweigh the high-quality supply. Most CTV inventory is bought and sold through private markets, which prevents fraudsters’ ability to fake ad impressions. However, the demand and price of CTV inventory is increasing which results in two scenarios:

1. Advertisers are attracted by the lower pricing in the open market

2. Fraudsters are attracted by the high demand and premium they can charge on fake inventory

Last year, Pixalate, a firm that monitors ad fraud, estimated that more than 20% of programmatic OTT and CTV ad impressions were served as invalid traffic.3 Given the significantly complex ad environment, fueled by ever-changing technologies, it’s nearly impossible to eliminate fraud completely. However, there are certain steps advertisers can take to protect their brand and their budget—ensuring exposure to fraud is minimal and ad spend is directed where it’s intended. As CTV fraud increases in scope and sophistication, it’s critical for marketers to work with trusted partners that have the experience, knowledge, scale, and ability to identify and block new threats as they emerge. Check out our recent report to learn more.


The Introduction of More Sophisticated Attribution Methodologies

Models for marketing attribution have been used for many decades, but as the needs of customers have changed and companies have undergone digital transformations, marketing attribution has evolved. The roots of marketing mix models (MMMs) can be traced back to the 1950s. As campaigns become more complex in today’s multichannel world, accurate campaign measurement and attribution has become a major struggle for advertisers and agencies, and, unfortunately, many lack the time and resources to do so. Not to mention, a list of long-standing measurement and attribution problems that plague marketers, including a lack of standardized metrics and definitions across traditional and digital TV and video, issues with basic data accuracy and infrastructure, a lack of organizational alignment, and the difficulty of understanding and validating attribution models.

The truth is, attribution is evolving and advertisers need to reevaluate the methodologies they are leveraging to ensure they are assigning credit accurately. While innovations in attribution have brought the focus away from video completion rate (VCR) and toward return on ad spend (ROAS) and cost per action (CPA) metrics, those goals are merely scratching the surface of CTV measurement. Many performance marketers are looking to optimize their CTV campaign performance, but don’t know where to start. The ability to track a customer journey and measure ad impact is incredibly powerful, especially for today’s agile marketers that are laser-focused on managing and optimizing their spend with flexibility in a changing environment. Moving forward, advertisers who expand their attribution methodologies will help refine their budget strategy and ensure a lasting impact on future ad campaigns.

The Role of First-Party Data

The most important shift in digital marketing to pay attention to right now is the emerging utilization of first-party data. This data is defined, collected, and owned by the brand itself and can be more accurate and timely than that from external sources. Until opting out, these are your customers, and they have chosen to share their contact information and purchasing choices with your business. Third-party data regulations are preventing tracking, companies are needing to shift their efforts. 42% of U.S. data users will increase spending on the use of first-party data. This shift was forced due to changing regulations on third-party cookies that are being collected. With consumers increasing concern about how and what data is being collected, companies are going to need to shift how they obtain data. The highest-performing companies are taking note and starting to utilize first-party data, which will not only be a new buzzword but the foundation and future of the marketing world.

First-party data actually achieves the highest return on investment (ROI) of all data types, and most marketers actually believe that first-party data provides the best path to true customer understanding and therefore to better performance.4 Working with an experienced media partner will ensure a smooth transition to a cookieless future.

Looking Ahead

While hindsight might be 20/20, forward thinking will allow brands to stay competitive and be prepared for the inevitable shifts in consumer preferences, media consumption, and more. One thing is certain, working with a partner that specializes in diversified digital ad strategies and offers innovative technology can be a lifesaver in today’s dynamic environment. To discover how Digital Remedy helps advertisers and agencies of all sizes navigate the ever-changing digital ad space, visit

Digital Remedy recently hosted a Tech-Talk webinar “To Last Touch & Beyond: Measuring Performance CTV” through eMarketer, explaining why marketers should move beyond last-touch attribution methodology, focusing instead on more nuanced ways to drive bottom-line results via OTT/CTV—and why working with an experienced media partner is crucial in today’s complex ad space. If you missed it, here’s a recap:


Key Takeaways


The marketing funnel is collapsing and CTV offers a unique ad environment and full-funnel measurement capabilities.

As the duopoly becomes increasingly saturated, improvements in measurement have proved that lower-funnel media can have branding impacts, and upper-funnel media can have performance impacts—and this is most evident in the CTV space. CTV’s ability to merge the often separated performance and brand marketing worlds is redefining the digital ad space.


As the consumer buying journey evolves, marketers need to think about more enhanced measurement, including sophisticated attribution methodologies.

In the modern age of marketing, the typical consumer requires an average of 56 touchpoints before making a purchase. Very rarely does someone convert after a single ad exposure. Marketers need to take every touchpoint (across devices and platforms) into consideration and assign credit accordingly. While last-touch attribution has long been the status quo of the ad space, marketers can discover more insights by expanding their attribution methodology.


While VCR has long been the go-to metric for marketers, it is no longer the standard for evaluating campaign performance.

While innovations in attribution have brought the focus away from VCR and toward ROAS and CPA metrics, those goals are merely scratching the surface of CTV measurement. Many marketers are looking to optimize their CTV campaign performance, but don’t know where to start. Working with the right media partner will allow you to uncover valuable—previously unattainable—campaign performance insights.


You can watch the full presentation on-demand or view the slides. Interested in learning how you can start driving bottom-line results? Schedule a custom Flip demo to see our award-winning CTV performance platform in action.



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