As marketers allocate more ad dollars to CTV, they want to ensure that their campaigns drive tangible business results. In just a few short years, CTV measurement has evolved significantly. We now have sophisticated, full-funnel, and industry-specific measurement capabilities, providing advertisers of all sizes and in every industry access to powerful measurement tools. These tools enable accurate measurement of outcomes throughout the customer journey — from reach extension, brand lift, and website visits to connecting CTV viewership with in-store and online sales. All of this offers valuable insights to truly understand the ROI of each impression in campaigns.
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