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Attribution Shouldn’t Be One-Size-Fits-All

Measuring the effectiveness of traditional TV ads is a guessing game. And even when advertising on CTV, most vendors will force a generic, one-size-fits-all attribution solution on you. That means you’re left guessing about campaign performance or falsely correlating data points.

Demand More From Your CTV Provider

By partnering with Strategus, you gain insight into the buyer’s journey like never before possible. We shine a light on each touchpoint of your campaign and paint a nuanced picture of the path to conversion using our growing roster of nine solutions. From there, we optimize accordingly.  

Why CTV Measurement and Attribution Matters

Connected TV ads rarely convert in real-time. Most media buyers and brands use CTV as a channel to warm up cold leads or reach new buyers, before retargeting the same users across supplementary channels until they’re ready to convert. For this reason, measuring the effectiveness of a CTV campaign requires tracking user activity following ad exposure.

With the right attribution tools, you’ll learn:

Who came to your website

Which customer segments and regions were most influenced by your ad?

How they were impacted

What retargeting efforts and channels drove the best results?

How they
took action

Did viewers head into a brick-and-mortar location or search your brand in Google?

Ad Delivery

When CTV ads are delivered, an array of signals and identifiers are aggregated and matched against our identity graph which link other household devices associated with that user such as laptops, phones, PCs, and tablets. 

Event Data Capture

Once a device user within that identity graph completes desired actions like visiting a website or purchasing a product on Amazon, the data is captured for marketing attribution.

Attribution Modeling

Your ad operations manager at Strategus helps design your framework and analyzes the data in real time.

Measurement and Reporting

We use the insight gained to optimize campaigns and report on engagement across audience segments and locations. You also gain access to a 24/7 reporting dashboard to dive into metrics like conversion rate and return on ad spend (ROAS).

How Does CTV Attribution Work? 

Connecting the dots between an ad running on the living room TV and customer actions that drive revenue requires advanced attribution technology and integrations across the adtech ecosystem. At Strategus, we deliver just that, with full customization based on campaign goals.

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Measure how consumers were impacted by your ad with data about actions they take after watching an ad — such as researching your products and services.

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Gain insight into how campaign exposure influences awareness, attitudes, and opinions about your company.

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Website Visits

See direct traffic to your site that resulted from seeing your CTV ad.

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Use GPS to report on users who visit brick-and-mortar locations after viewing your ad.

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Identify customers who made purchases from your online store following an ad exposure.

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Determine if your customers perform any actions like a form-fill as a result of your campaign via CRM matching.

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Consumer Packaged Goods (CPG)

Leverage SKU-level purchase data to tie online ad impressions to offline purchase behavior, specifically for consumer packaged goods that are often bought in physical stores.

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Implement a revenue tracking pixel to pass back the exact revenue associated with each online purchase generated by your ad campaign.

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Search and

Link conversions influenced by your CTV ad efforts with search and social channels like paid advertising on Google, Facebook, and Instagram.

Eliminate the Guesswork With Multi-Touch Attribution

Stop throwing darts in the dark. You need advanced, multi-touch attribution that shows how your ads influence viewers — across every device and touchpoint.


Rely on Strategus for the granular reporting needed to clearly identify marketing-influenced leads and your optimize campaigns based on every touchpoint.


Go beyond last-click vanity. Get the full picture today by talking to our experts.


Talk to an Expert

Learn More About Strategus’ Capabilities:

Cross-Device Retargeting

Extend your reach by seamlessly retargeting audiences across devices, enhancing CTV campaign continuity.


Utilize advanced targeting on CTV to reach your ideal audience with precision and relevance.

24/7 Reporting

Gain insights anytime with round-the-clock reporting, optimizing your CTV campaigns with real-time data.

Premium Inventory

Elevate your campaigns with premium, high-impact inventory.

Programmatic CTV

Harness the power of automation in CTV advertising for efficient, real-time ad buying and placement.