Hi there,

More than 80% of US connected TV (CTV) viewers use a second screen while watching, according to our forecast. When engagement is split across devices and touchpoints, giving all the credit to the last click doesn’t reflect how decisions actually happen.

In our new report, “CTV’s Takeover Marks a New Era for Measurement and Attribution,” you’ll learn:

• Why last-click attribution breaks down in a multiscreen CTV environment
• How programmatic buying is changing what marketers expect from measurement
• How first-party data and retail media are influencing CTV targeting and performance tracking

AVAILABLE NOW

Enjoy!
EMARKETER Editors

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