CTV should chase causal proof, not attribution, argues new column
A Central Control opinion piece argues CTV cannot out-attribute Google, Meta or retail media, which own closed-loop conversion data.
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 · AdExchanger Guest · read the original.
All gas. No brake. Free.
What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.
Continue free →