👉 One thing our CTV attribution guide makes obvious: no serious advertiser measures with a single method anymore.
Every approach comes with tradeoffs. IP matching is fast, but shared households can inflate results by 15–25%. MMM can drift 30–50% without proper geo calibration. Identity graphs only measure within their matched universe, leaving gaps everywhere else.
Deterministic measurement helps teams make day-to-day creative and audience decisions with confidence. Probabilistic models help validate incrementality, budget allocation, and broader media impact over time. The strongest measurement stacks use both.
The guide also maps how measurement maturity evolves over time, from simple IP-based attribution all the way to a fully layered stack combining geo testing, MMM, identity graphs, and log-level data.
Build a measurement foundation strong enough to support smarter optimization, cleaner incrementality testing, and better budget decisions as spend scales. Link below for our full guide of best practices!