CTV Attribution 101: Capturing Cross-Screen Performance Impact

Many performance marketers jump into connected TV expecting an immediate downstream surge, only to see mixed signals and murky ROAS. When a test underwhelms, it’s easy to blame the channel. But more often than not, the issue isn’t the living room screen—it’s how the test was built and measured.

Before you write off CTV, join Kochava, Tubi, and Vibe for a candid breakdown of common challenges and how to overcome them. We’ll show you how to fine-tune your attribution settings for real cross-screen capture, and which formats, placements, and creative strategies are driving profitable outcomes right now.