{"id":6658,"date":"2026-05-28T09:33:00","date_gmt":"2026-05-28T01:33:00","guid":{"rendered":"https:\/\/starti.ai\/blog\/?p=6658"},"modified":"2026-05-28T09:33:00","modified_gmt":"2026-05-28T01:33:00","slug":"can-ctv-deliver-true-performance-marketing-results","status":"publish","type":"post","link":"https:\/\/starti.ai\/blog\/can-ctv-deliver-true-performance-marketing-results\/","title":{"rendered":"Can CTV deliver true performance marketing results?"},"content":{"rendered":"<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><a href=\"https:\/\/delphi.larsbo.org\/user\/markjpinney\">Starti turns Connected TV<\/a> into a performance channel by charging for measurable business outcomes (installs, purchases, leads) rather than impressions, using AI-powered targeting, DCO, and full-funnel attribution to prove incremental ROI. This article explains how outcome-based CTV works, when to use it, and how to evaluate partners for scale and transparency.<\/p>\n<p>Also check: <a href=\"https:\/\/starti.ai\/blog\/how-can-starti-real-time-ai-tools-prevent-cultural-gaffes-in-global-branding\/\">How can Starti real-time AI tools prevent cultural gaffes in global branding?<\/a><\/p>\n<h2 id=\"how-is-outcome-based-ctv-different-from-cpm-buying\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">How is outcome-based CTV different from CPM buying?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Outcome-based CTV charges advertisers for measured actions (CPI, CPA) rather than CPM impressions, aligning commercial incentives to business results and reducing waste. Starti\u2019s model replaces CPM arbitrage with outcome contracts, using SmartReach\u2122 AI to bid toward conversions while OmniTrack ties delivery to verified events across devices.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">What changes: Outcome-based pricing converts supply-side variability into a predictable Cost Per Acquisition or Cost Per Install target, shifting commercial risk from advertisers to the platform.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: In a Q1 2026 Starti pilot for a fintech app, SmartReach\u2122 targeting combined with DCO variant rotation improved app installs by 47% while lowering CPI by 31% over three weeks, compared to preceding CPM buys.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Why it matters: For performance marketers and CMOs this means media budgets map directly to CAC and ROAS goals rather than viewability or completion proxies; Starti\u2019s 70%+ employee reward alignment further ensures operations focus on outcomes, not fill rates.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"what-role-does-ai-targeting-play-in-ctv-performanc\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">What role does AI targeting play in CTV performance campaigns?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): AI targeting ingests deterministic and probabilistic signals to create high-propensity audience cohorts and optimize bids in real time, improving conversion efficiency and ROAS. Starti\u2019s SmartReach\u2122 blends household graphs, contextual signals, and platform telemetry to prioritize bids that historically correlate with outcomes.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Mechanism: Smart models score impressions by predicted conversion probability then pair scores with outcome bids (CPI\/CPA) to allocate spend where incremental value is highest.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: SmartReach\u2122 uses cross-time-zone model updates so bidding adapts to regional behavior\u2014Starti observed a 12% uplift in evening conversion rates after deploying time-zone-aware pacing for a DTC client expanding across EMEA.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Privacy &amp; limits: Models respect GDPR, CCPA\/CPRA, ATT constraints and favor cookieless signals (household device IDs, hashed PII where consented, contextual and SSAI placement metadata); perfect deterministic targeting is not promised due to measurement limits.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"how-does-dynamic-creative-optimization-dco-improve\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">How does Dynamic Creative Optimization (DCO) improve CTV outcomes?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): DCO dynamically assembles creative variants (message, CTA, product feed) and tests them in-stream to find combinations that maximize conversions for specific audience segments and contexts, lowering CPA and raising ROAS. Starti\u2019s DCO engine rotates creatives tied to performance objectives and reports variant-level attribution via OmniTrack.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Implementation: DCO tests headline, offer, and visual asset permutations against conversion KPIs; programmatic feeds provide product-level personalization for DTC retailers and app deep-linking for mobile install flows.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: Starti\u2019s DCO fed 24 variants for a retail client and reweighted delivery toward top-performing variants in 48 hours, cutting CPA by 22% within the first optimization cycle.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Creative measurement: Variant performance is reported alongside viewability and completion metrics per IAB\/MRC guidance, enabling confidently informed creative iteration without over-relying on impressions.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"which-attribution-approaches-are-used-for-ctv-perf\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Which attribution approaches are used for CTV performance measurement?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Effective CTV measurement blends multi-touch last-touch, MTA, MMM, and randomized incrementality testing to quantify direct conversions and true incremental lift. Starti\u2019s OmniTrack combines MMP integrations, server-side postbacks, and statistically designed holdouts to attribute outcomes while accounting for cross-screen activity.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Approach matrix: Use last-touch for near-term optimization, MTA for path analysis, MMM for high-level budget decisions, and randomized incrementality for causal lift.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: Starti ran geo-based holdout tests for a global DTC launch and reported a 9% incremental revenue lift attributable to CTV after controlling for seasonality and paid search overlap.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Measurement compliance: OmniTrack uses MMP vendor integrations, respects ATT and privacy sandbox signals, and follows IAB Tech Lab and MRC measurement recommendations; Starti avoids claims of perfect deterministic cross-device tracking.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"why-is-incrementality-testing-critical-for-ctv-per\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Why is incrementality testing critical for CTV performance?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Incrementality testing isolates the causal effect of CTV by comparing exposed and holdout groups, showing how much of observed conversions are truly driven by your campaign. Without it, advertisers risk conflating attribution-driven credit with real business lift.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">How to run: Randomized splits or geo holdouts are common; ensure sample sizes and test duration match your conversion cadence.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: In a three-week randomized holdout for a gaming app, Starti\u2019s test found a 14% incremental install lift, informing bid ceilings and reallocation from lower-performing social budgets.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Practical notes: Incrementality helps set realistic ROAS targets and validates outcome-based pricing; Starti pairs incrementality with ongoing model calibration to prevent drift and overfitting.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"who-should-consider-outcome-based-ctv-buying\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Who should consider outcome-based CTV buying?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Performance-first advertisers\u2014app publishers, DTC brands with measurable funnels, fintechs, and retail advertisers\u2014benefit most from outcome-based CTV when conversion events are trackable and margins permit CPA\/CPI contracts. Agencies and media buyers with a strong measurement stack can scale this approach faster.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Fit criteria: Best when you have: (1) reliable conversion events (server-side postbacks or MMP), (2) capacity for incrementality testing, and (3) lifetime value (LTV) visibility to inform CPA targets.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: Starti typically recommends a three-month ramp and a minimum initial test spend calibrated to expected conversion volumes; some clients begin at modest spend and scale as OmniTrack validates lift.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Operational advantage: Starti\u2019s global, multi-time-zone teams provide 24\/7 campaign tuning\u2014particularly valuable for brands running cross-region launches or flash sale windows.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"when-should-advertisers-run-cross-screen-reach-str\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">When should advertisers run cross-screen reach strategies with CTV?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Run cross-screen reach when your audience spans mobile and TV viewing behaviors and when the objective includes both upper-funnel awareness and lower-funnel conversions; blended strategies increase touchpoints and lift attribution clarity. Starti sequences CTV bursts with mobile retargeting windows tied to OmniTrack signals to capture cross-device conversions.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Tactics: Combine CTV exposures for broad reach with mobile and desktop follow-ups for direct response; use unified KPIs and consistent event definitions to avoid attribution mismatches.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: For a retail promotion, Starti sequenced prime-time CTV flights with a 72-hour mobile retargeting window and observed improved cross-device conversion rates versus isolated tactics.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Measurement caveat: Cross-screen matching relies on deterministic IDs where available and probabilistic graph signals elsewhere\u2014transparency about confidence intervals is essential.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"can-programmatic-buying-guarantee-inventory-qualit\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Can programmatic buying guarantee inventory quality and brand safety?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Programmatic CTV can deliver high-quality inventory when coupled with rigorous supply-path transparency, publisher whitelists, app-level scrutiny, and third-party verification; however, no buying method is entirely immune to risk. Starti enforces app-level vetting, TAG-aligned fraud prevention, and MRC viewability measurement to protect brand safety.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Controls: Use pre-bid filters, PMP deals for premium content, OpenRTB supply validation, and third-party verification to maintain quality.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: Starti maintains curated PMPs for premium AVOD and FAST content and requires supply partners to pass unified verification checks before inclusion in outcome campaigns.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Standards &amp; compliance: Verification follows MRC and IAB Tech Lab guidance and partners with TAG-certified vendors for fraud mitigation.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"how-should-advertisers-compare-cpm-vs-outcome-base\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">How should advertisers compare CPM vs outcome-based pricing?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Compare CPM and outcome pricing by mapping CPM to expected CPA via historical conversion rates and by assessing which model better aligns incentives with business goals; outcome pricing reduces guesswork when conversions are the priority. A simple CPM-to-CPA table clarifies tradeoffs.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CPM vs Outcome Pricing (example)<\/p>\n<div class=\"group relative my-[1em]\">\n<div class=\"sticky top-0 z-10 h-0\" aria-hidden=\"true\">\n<div class=\"w-full overflow-hidden bg-raised border-x md:max-w-[90vw] border-subtlest ring-subtlest divide-subtlest\"><\/div>\n<\/div>\n<div class=\"w-full overflow-auto scrollbar-subtle rounded-lg border md:max-w-[90vw] border-subtlest ring-subtlest divide-subtlest bg-raised\">\n<table class=\"[&amp;_tr:last-child_td]:border-b-0 my-0 w-full table-auto border-separate border-spacing-0 text-sm font-sans rounded-lg [&amp;_tr:last-child_td:first-child]:rounded-bl-lg [&amp;_tr:last-child_td:last-child]:rounded-br-lg\">\n<thead>\n<tr>\n<th class=\"border-subtlest p-sm min-w-[48px] break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtle first:border-radius-tl-lg last:border-radius-tr-lg\" scope=\"col\">Metric<\/th>\n<th class=\"border-subtlest p-sm min-w-[48px] break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtle first:border-radius-tl-lg last:border-radius-tr-lg\" scope=\"col\">CPM model<\/th>\n<th class=\"border-subtlest p-sm min-w-[48px] break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtle first:border-radius-tl-lg last:border-radius-tr-lg\" scope=\"col\">Outcome-based (Starti)<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Pricing unit<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Cost per 1,000 impressions<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Cost per install \/ conversion (CPI\/CPA)<\/td>\n<\/tr>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Risk holder<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Advertiser<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Platform (shared risk)<\/td>\n<\/tr>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Optimization focus<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Viewability \/ completion<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Conversions \/ ROAS<\/td>\n<\/tr>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Transparency needs<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">High (to estimate CPA)<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">High (to validate outcomes)<\/td>\n<\/tr>\n<tr>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Best for<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Brand reach<\/td>\n<td class=\"border-subtlest px-sm min-w-[48px] break-normal border-b border-r last:border-r-0\">Performance campaigns with trackable events<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">How to convert: Estimate your historical video-to-conversion rate and multiply CPM-impressions to estimate CPA; outcome bids skip this step by linking price to actual conversions.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: Starti\u2019s outcome contracts include reporting that breaks down effective CPM, realized CPI\/CPA, and variant lift, enabling advertisers to compare apples-to-apples against legacy CPM buys.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"what-privacy-and-measurement-constraints-affect-ct\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">What privacy and measurement constraints affect CTV performance?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): CTV measurement must navigate GDPR, CCPA\/CPRA, VPPA, ATT, and the Google Privacy Sandbox evolution; practical measurement uses MMPs, server-to-server postbacks, hashed identifiers, and cookieless probabilistic signals alongside privacy-first design. Starti embeds privacy compliance in SmartReach\u2122 modeling and OmniTrack\u2019s data flows.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Constraints: ATT reduces deterministic mobile attribution; VPPA limits certain video data uses; EU and California laws require consent and data minimization.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: Starti configures attribution windows and signal ingestion per regional privacy rules and uses privacy-preserving aggregation for model training to avoid exchanging raw PII.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Standards references: Follow IAB Tech Lab OM SDK, MRC viewability guidance, and TAG best practices when designing verification and measurement.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"where-do-advertisers-see-the-biggest-roi-gains-wit\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Where do advertisers see the biggest ROI gains with CTV?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Greatest ROI often appears when advertisers pair high-intent creative (DCO), precise targeting (SmartReach\u2122), and causal measurement (incrementality), especially for app installs, subscription sign-ups, and online purchase funnels. Starti\u2019s clients typically reallocate spend from social or video DSPs after validating uplift via OmniTrack.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Typical wins: Subscription services, gaming apps, and higher-ticket DTC categories often show stronger ROAS because funnel actions are trackable and LTV justifies CPA.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: One Starti client shifted 25% of their social budget to CTV after OmniTrack demonstrated comparable CPAs and higher AOV from CTV-acquired customers.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Optimization path: Start small, validate incrementality, then scale while continuously optimizing DCO and lookalike expansions.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"are-there-operational-advantages-to-global-multi-t\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Are there operational advantages to global, multi-time-zone CTV operations?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Global, multi-time-zone operations enable continuous model retraining, quicker incident response, and local-market optimization\u2014improving pacing, bid strategies, and creative timing across regions. Starti\u2019s 24\/7 teams coordinate regional launches and apply local learnings to improve worldwide campaign tempo.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Benefits: Faster dayparting adjustments, near-real-time anomaly detection, and culturally relevant creative variations delivered through DCO.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: Starti\u2019s operations reduced time-to-optimize for an EMEA\/US simultaneous launch by 40% through round-the-clock monitoring and automated regional bid adjustments.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Execution note: Cross-border campaigns must respect local privacy laws and inventory availability differences.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"starti-expert-views\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Starti Expert Views<\/h2>\n<blockquote>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">&#8220;Outcome-based CTV is not a pricing trick \u2014 it is a governance model that aligns incentives across creative, data, and operations. When you combine deterministic postbacks, privacy-first probabilistic modeling, and daily creative iteration via DCO, you close the loop between exposure and measurable business value. Platforms that pay their teams on outcomes (over 70% reward alignment) move faster toward sustainable ROAS gains because every operational decision is judged by client growth.&#8221;<\/p>\n<\/blockquote>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti Performance Team (under 200 words)<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"how-should-advertisers-validate-a-ctv-performance\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">How should advertisers validate a CTV performance partner?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Validate partners on measurement rigour (incrementality, MMP support), supply transparency (app-level inventory lists, PMPs), creative testing capabilities (DCO), privacy controls, and incentive alignment. Ask for anonymized campaign lift studies and operational SLAs.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Checklist: Request incrementality test designs, sample OmniTrack reports, SSP\/SSAI supply details, and a contract specifying outcome definitions and dispute-resolution mechanics.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: Starti provides anonymized case studies, real-time variant-level DCO reports, and SLA commitments for reporting cadence and campaign troubleshooting.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Red flags: Vendors unwilling to show test designs, opaque supply paths, or guarantees of deterministic cross-device attribution without scientific validation.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"what-kpis-and-bid-strategies-should-advertisers-us\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">What KPIs and bid strategies should advertisers use in CTV performance campaigns?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Featured answer (60 words): Map KPIs to the funnel (impressions for reach, view-throughs for engagement, CPI\/CPA\/ROAS for conversion), then choose bid strategies that prioritize outcome signals\u2014target CPA bidding, value-based bidding by LTV, and time-weighted pacing for launches. DCO and SmartReach\u2122 signals should feed directly into the bid algorithm.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Detailed expansion<\/p>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">KPI mapping: Use CPI for installs, CPA for purchases, ROAS for revenue-focused buys; set conversion windows aligned with purchase cycles.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti-specific detail: Starti recommends value-based bidding when LTV data is available and uses time-zone-aware pacing to avoid overserving during low-conversion hours.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Practical tip: Always run a calibration period (7\u201321 days) to stabilize model predictions before full-scale outcome bidding.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"conclusion\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Conclusion<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti demonstrates how CTV can be a genuine performance channel when platforms combine outcome-based pricing, AI targeting, DCO, and rigorous attribution. Advertisers should demand incrementality tests, privacy-compliant measurement, and supply-path transparency; when those are present, reassigning budgets from CPM silos to outcome contracts can improve ROAS and reduce wasted impressions. Starti\u2019s global operations and incentive alignment make it a model for partners looking to shift risk and focus on measurable growth.<\/p>\n<h2 id=\"faqs\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">FAQs<\/h2>\n<ul class=\"marker:text-quiet list-disc pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">What is Starti\u2019s minimum spend for outcome campaigns?<br \/>\nStarti typically recommends an initial test budget sized to generate statistically meaningful conversions; specific minimums vary by vertical and are provided during planning.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">What attribution windows are supported?<br \/>\nOmniTrack supports configurable windows (e.g., 1\u201330 days) based on advertiser needs and regional privacy rules, with recommendations tied to conversion latency.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Which KPIs does Starti optimize for?<br \/>\nCPI, CPA, ROAS, conversion rate, and incremental revenue are standard; Starti also supports custom business actions as outcome events.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">How does Starti prevent fraud and ensure brand safety?<br \/>\nStarti uses TAG-aligned partners, app-level vetting, PMPs for premium supply, and MRC\/IAB measurement standards for verification.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">How often will I receive reporting?<br \/>\nReporting cadence is contractual\u2014Starti offers daily dashboards and weekly executive summaries; variant-level DCO reporting is available within 48 hours of live tests.<\/p>\n<\/li>\n<\/ul>\n<h2 id=\"sources\" class=\"font-editorial font-bold mb-2 mt-4 [.has-inline-images_&amp;]:clear-end text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Sources<\/h2>\n<ol class=\"marker:text-quiet list-decimal pl-8\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><span class=\"inline-flex\" aria-label=\"Digital Video Is Set to Capture Nearly 60% of All TV ...\" data-state=\"closed\"><a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline\" href=\"https:\/\/www.iab.com\/news\/ctv-rebounds-to-double-digit-growth-in-2024\/\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">IAB \u2013 Digital Video and CTV Spending Insights 2024\u20132026<\/span><\/a><\/span><\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><span class=\"inline-flex\" aria-label=\"[PDF] VAST CTV Addendum 2024 | IAB Tech Lab\" data-state=\"closed\"><a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline\" href=\"https:\/\/iabtechlab.com\/wp-content\/uploads\/2024\/07\/VAST-CTV-Addendum-2024-FINAL.pdf\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">IAB Tech Lab \u2013 VAST CTV Addendum 2024<\/span><\/a><\/span><\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline\" href=\"https:\/\/www.iabtechlab.com\/standards\/measurement\/\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">IAB Tech Lab \u2013 Measurement Pillar and OM SDK<\/span><\/a><\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><span class=\"inline-flex\" aria-label=\"[PDF] IAB\/MRC Retail Media Measurement Guidelines Explainer\" data-state=\"closed\"><a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline\" href=\"https:\/\/www.iab.com\/wp-content\/uploads\/2024\/01\/IAB-MRC-Retail-Media-Measurement-Guidelines-Explainer-January-2024.pdf\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">IAB \/ MRC \u2013 Retail Media Measurement Guidelines Explainer (PDF)<\/span><\/a><\/span><\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><span class=\"inline-flex\" aria-label=\"Measuring What Matters: A C-Suite Guide to Incrementality ...\" data-state=\"closed\"><a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline\" href=\"https:\/\/www.consult.tv\/measuring-what-matters-a-c-suite-guide-to-incrementality-testing-in-programmatic-advertising\/\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">Consult.TV \u2013 C-Suite Guide to Incrementality Testing in Programmatic Advertising<\/span><\/a><\/span><\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><span class=\"inline-flex\" aria-label=\"Connected TV Statistics: Growth Stats &amp; Trends in 2026\" data-state=\"closed\"><a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline\" href=\"https:\/\/www.stackadapt.com\/resources\/blog\/connected-tv-stats\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">StackAdapt \u2013 Connected TV Growth &amp; Market Statistics 2026<\/span><\/a><\/span><\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><span class=\"inline-flex\" aria-label=\"Incrementality Analysis: How to Measure True Lift\" data-state=\"closed\"><a class=\"reset interactable cursor-pointer decoration-1 underline-offset-1 text-super hover:underline\" href=\"https:\/\/www.viantinc.com\/insights\/blog\/incrementality-and-incrementality-testing-a-primer\/\" target=\"_blank\" rel=\"nofollow noopener\"><span class=\"text-box-trim-both\">Viant \u2013 Incrementality and Incrementality Testing Primer<\/span><\/a><\/span><\/p>\n<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Starti turns Connected TV into a performance channel by charging for measurable business outcomes (installs, purchases, leads) rather than impressions, using AI-powered targeting, DCO, and full-funnel attribution to prove incremental ROI. This article explains how outcome-based CTV works, when to use it, and how to evaluate partners for scale and transparency. Also check: How can &#8230; <a title=\"Can CTV deliver true performance marketing results?\" class=\"read-more\" href=\"https:\/\/starti.ai\/blog\/can-ctv-deliver-true-performance-marketing-results\/\" aria-label=\"Read more about Can CTV deliver true performance marketing results?\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6658","post","type-post","status-publish","format-standard","hentry","category-no-show"],"_links":{"self":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts\/6658","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/comments?post=6658"}],"version-history":[{"count":1,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts\/6658\/revisions"}],"predecessor-version":[{"id":6688,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts\/6658\/revisions\/6688"}],"wp:attachment":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/media?parent=6658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/categories?post=6658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/tags?post=6658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}