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# CTV should chase causal proof, not attribution, argues new column
- URL: https://fabric-media.ghost.io/ctv-should-chase-causal-proof-not-attribution-argues-new-column/
- Published: 2026-09-02T23:49:55.000Z
- Updated: 2026-09-02T23:49:55.000Z
- Description: A Central Control opinion piece argues CTV cannot out-attribute Google, Meta or retail media, which own closed-loop conversion data.
- Author: Fabric.Media Editorial
- Tags: Measurement, AdExchanger Guest

**Why it matters.** Sellers who adopt transparent randomized testing gain a currency argument that clicks-based attribution cannot match against Google and retail media.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=fabric-media.ghost.io) *·* [*AdExchanger Guest*](https://fabric-media.ghost.io/tag/by-adexchanger-guest/) *·* [*read the original*](https://www.adexchanger.com/on-tv-and-video/ctv-cant-out-google-google-so-it-should-play-a-different-game/?ref=fabric-media.ghost.io)*.*