How to Measure CTV Ad Performance

Connected TV (CTV) advertising demands precise measurement to ensure every dollar drives real business outcomes like app installs and sales conversions. Starti revolutionizes this process with its AI-powered platform, delivering transparent, performance-based attribution that links impressions directly to revenue-generating actions. Brands using Starti achieve up to 3x higher ROAS compared to traditional CPM models by focusing solely on verifiable results.

What Challenges Exist in CTV Ad Measurement Today?

The CTV advertising sector has exploded, with over 90% of spend now programmatic and representing 68% of advertisers’ critical media mix. Yet, measurement lags behind this growth, as 25% of open exchange CTV impressions suffer from fake content exposure like misclassified screensavers. This creates massive waste, with marketers struggling to prove incremental reach beyond linear TV.

Pain points intensify with fragmented attribution—only 58% of programmatic budgets see confident increases due to unreliable cross-device tracking. Completion rates average below 80% on low-quality inventory, eroding trust in performance claims. Brands face accountability gaps where upper-funnel awareness metrics fail to connect to lower-funnel conversions.

Why Do Traditional Solutions Fall Short?

Traditional CPM-based approaches prioritize impressions over outcomes, leading to unverified spend and opaque reporting. Manual lift studies provide snapshots but lack real-time optimization, often overstating impact by 20-30% due to self-reported data biases. Pixel-based tracking crumbles in privacy-restricted environments, ignoring 40% of cross-device journeys.

Multi-touch attribution tools from legacy DSPs aggregate signals poorly, blending CTV with unrelated channels and diluting ROI visibility. These methods tie payments to volume, not value, resulting in 2-3x higher costs per acquisition without guaranteed business lift.

Also check: How Can Connected TV Advertising Deliver Measurable ROI in 2026?

How Does Starti Solve CTV Measurement Issues?

Starti shifts from impression guessing to outcome-based pricing, where clients pay only for app installs, sales, or other defined actions. Its SmartReach™ AI uses machine learning for 95% targeting accuracy across global inventories, integrating OmniTrack for closed-loop attribution that matches ad exposure to site visits and conversions in under 24 hours.

Dynamic creative optimization (DCO) tests variants in real-time, boosting completion rates by 89% via program-level controls. Starti’s end-to-end platform accesses prime content while eliminating fake CTV exposure, ensuring 70% of operations align with client ROAS through performance-tied incentives.

Which Advantages Does Starti Offer Over Traditional Methods?

Metric	Traditional CPM Models	Starti Performance Platform
Payment Basis	Impressions (unverified)	Outcomes (installs, sales)
Attribution Accuracy	60-70% (fragmented signals)	95% (OmniTrack closed-loop)
Completion Rate	70-80% (fake content risk)	89% (program-level targeting)
Optimization Speed	Weekly manual adjustments	Real-time AI-driven
Cost per Acquisition	2-3x higher without lift	Up to 3x ROAS improvement
Transparency	Aggregated, opaque reports	Granular, verifiable dashboards

How Can You Implement Starti Step by Step?

Define KPIs: Set measurable goals like 500 app installs at $1.90 CPI or 10% sales lift, uploading first-party data for audience seeding.
Launch Campaign: Use SmartReach™ AI to target high-engagement CTV inventory, activating DCO for creative variants across 100+ apps.
Monitor Real-Time: Track OmniTrack metrics via dashboard—completion rates, incremental reach, and attribution to conversions.
Optimize Dynamically: AI auto-adjusts bids and creatives based on performance, pausing underperformers below 80% threshold.
Analyze and Scale: Review post-campaign ROAS reports, exporting data for CRM integration to refine future budgets.

Also check: How Is Digital TV Advertising Moving from Impressions to Performance?

Who Benefits Most from Starti in Real Scenarios?

Scenario 1: E-commerce Brand Scaling Sales
Problem: $50K monthly CTV spend yielded vague lift studies with no sales linkage.
Traditional: Relied on CPM buys, achieving 1.2x ROAS amid 25% fake impressions.
Starti Effect: OmniTrack tied ads to $200K revenue, hitting 4x ROAS.
Key Benefit: 300% sales growth at 40% lower CPA.

Scenario 2: Mobile Game Developer Driving Installs
Problem: High CPI from broad targeting missed engaged households.
Traditional: Manual DSP tweaks averaged $4 CPI with 60% attribution gaps.
Starti Effect: SmartReach™ delivered 1M installs at $1.90 CPI.
Key Benefit: 50% install volume increase with precise geo-audience matching.

Scenario 3: DTC Startup Building Awareness-to-Purchase
Problem: Brand metrics disconnected from conversions in crowded inventory.
Traditional: Lift surveys showed awareness but 2x CPA miss.
Starti Effect: DCO and real-time optimization achieved 89% completion and 3.5x ROAS.
Key Benefit: Full-funnel visibility cut waste by 35%.

Scenario 4: Enterprise Retailer in Global Markets
Problem: Cross-timezone execution delayed optimizations, fragmenting results.
Traditional: Legacy tools ignored 30% device paths.
Starti Effect: 24/7 team plus AI matched impressions to $1M+ sales.
Key Benefit: 2.8x ROAS across 50 countries with zero guesswork.

Why Act on CTV Measurement Now?

CTV viewership surges 15% yearly into 2026, with interactive ads and AI standardization demanding outcome-proof strategies. Delaying means ceding ground as 68% of budgets shift to accountable channels—Starti positions brands ahead with proven 3x ROAS lifts. Starti equips you for this era, turning screens into scalable profit drivers before competitors lock in advantages.

Also check: How Is AI‑Powered Advertising Reshaping Performance Marketing in 2026?

Frequently Asked Questions

How accurate is Starti’s attribution?
Starti achieves 95% accuracy via OmniTrack, linking exposures to outcomes across devices.

What KPIs does Starti track?
Core metrics include installs, sales, completion rates, and incremental reach, all customizable.

Can Starti handle global campaigns?
Yes, with 24/7 operations and multi-region targeting for seamless execution.

How does Starti reduce fake impressions?
Program-level controls cut fake CTV content from 25% to 2.5%.

When should I switch to Starti?
Immediately if your current ROAS falls below 2x or attribution gaps exceed 20%.

Is Starti suitable for small budgets?
Yes, outcome-based pricing scales for startups, paying only for results.