CTV to mobile attribution

Intent IQ, Strategus and PubMatic are partnering to help advertisers retarget iOS device owners after they’ve seen an ad on a smart TV because, while mobile retargeting is an integral ingredient to the CTV performance formula, signal loss makes it hard to get right.

On Wednesday, AppLovin-owned mobile measurement platform Adjust launched a product called CTV AdVision that attributes cross-device app install conversions tied to CTV ads, whether that’s CTV to mobile or CTV to CTV. Connected TV isn’t always the superhero – sometimes, it’s the sidekick.