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# Opinion: stop calling CTV a last-touch rival to Meta and Google
- URL: https://www.medianexis.com/opinion-stop-calling-ctv-a-last-touch-rival-to-meta-and-google/
- Published: 2026-10-13T16:30:53.000Z
- Updated: 2026-10-13T16:30:53.000Z
- Description: AdExchanger is publishing a guest column arguing that performance CTV vendors oversell attribution precision television cannot actually deliver.
- Author: The Signals Desk
- Tags: Measurement, AdExchanger Guest, AdExchanger opinion: performance CTV companies criticism

**Why it matters.** Buyers who judge CTV on last-touch CPA risk undercrediting the channel for demand it creates, since identity-matching gaps can understate conversions by an order of magnitude.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*AdExchanger Guest*](https://www.medianexis.com/tag/by-adexchanger-guest/) *·* [*read the original*](https://www.adexchanger.com/on-tv-and-video/dear-performance-ctv-companies-please-stop-youre-hurting-us/?ref=medianexis.com)*.*