Source: Beet
Brands are demanding measurable conversions and customer action from CTV spend, not just impression counts. This pressure is upending a channel built on the assumption that living room viewing deserves softer metrics than digital ads. CTV inventory is expensive and abundant, so without performance requirements, it became a dumping ground for budgets that couldn't prove ROI elsewhere. The shift requires new attribution infrastructure and forces CTV platforms and publishers to either build better tracking (and face privacy tradeoffs) or lose budget to channels where success is already quantifiable.