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CTV Attribution Isn’t Broken. The Industry’s Measurement Model Is.
CS & Co. Marketing StudioPublished on: 12/04/2026
CTV attribution isn’t broken—it’s being measured incorrectly. This article explores how outdated models, siloed data, and improper frameworks have led to confusion, and how modern approaches like multi-touch attribution, incrementality testing, and IP-based measurement are redefining how connected TV performance is tracked and optimized.
General MarketingCTV News
Why Self-Serve CTV Platforms Could Quietly Destroy Performance (And Cost Brands Millions)
CS & Co. Marketing StudioPublished on: 11/04/2026
Self-serve CTV platforms promise control—but could lead to wasted spend. Learn why most brands fail at CTV and how to turn streaming TV into a real revenue channel.
General MarketingCTV News
CTV vs Affiliate Marketing: Efficiency Today vs Opportunity Tomorrow
CS & Co. Marketing StudioPublished on: 06/04/2026
Affiliate marketing drives efficient, bottom-funnel conversions by capturing existing demand, while CTV builds high-intent audiences by creating that demand upstream. As measurement improves, the two are increasingly converging into a hybrid model where CTV generates intent and performance channels convert it.
General MarketingCTV News
Why CTV Traffic Is More Qualified Than Meta (And What That Means for Your Growth)
CS & Co. Marketing StudioPublished on: 05/04/2026
As marketers rethink performance metrics, CTV is gaining attention for driving higher-intent traffic compared to traditional paid social clicks.
General MarketingCTV News
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