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Opinion: stop calling CTV a last-touch rival to Meta and Google

AdExchanger is publishing a guest column arguing that performance CTV vendors oversell attribution precision television cannot actually deliver.

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 · AdExchanger Guest · read the original.

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