CTV should chase causal proof, not attribution, argues new column
AdExchanger’s AdExchanger Guest reports that a Central Control opinion piece argues CTV cannot out-attribute Google, Meta or retail media, which own closed-loop conversion data.
Why it matters. Sellers who adopt transparent randomized testing gain a currency argument that clicks-based attribution cannot match against Google and retail media.
Signal from adexchanger.com · AdExchanger Guest · read the original.
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