Connected TV has proven itself as a performance channel, but many app marketers still question how attribution really works. We sat down with Victor Savath, VP of Global Solutions Consulting at Singular, to unpack what makes CTV attribution reliable, how view-through measurement, attribution windows, and prioritization rules impact performance, and why re-engagement, assists, and multi-touch attribution are critical to understanding true incremental value. Watch the video to learn how to evaluate CTV with confidence and integrate it effectively into your performance marketing mix.
Watch the full interview here:
Absolutely. My name is Victor Savath, and I’m the VP of Global Solutions Consulting at Singular. For anyone unfamiliar, Singular is a next-generation mobile measurement provider focused on data movement and AI-driven insights. Attribution has always been close to my heart, so I’m excited to dig into CTV with you today.
Coming from a traditional measurement background — particularly media mix modeling and even linear TV — the biggest shift CTV brought is accessibility and iterative control.
CTV isn’t a static upper-funnel channel. It allows rapid testing, granular optimization, real-time learnings, and performance-style scaling similar to what mobile marketers are used to.
While the mechanics differ, CTV can and should be treated as a performance channel rather than just “TV for awareness.”
It really comes down to the signal infrastructure built around CTV from day one. Unlike traditional TV, early CTV adopters demanded performance-level transparency — real-time delivery data, creative-level reporting, placement details, and sub-second timestamps.
As a result, CTV attribution uses:
Importantly, CTV grew up separate from the privacy disruptions that hit mobile (especially iOS). That allowed the ecosystem to maintain device-level attribution methods while still respecting privacy.
Yes — 100%. iOS privacy changes forced marketers to embrace probabilistic thinking and to rely on the best available signals rather than perfect deterministic ones.
This shift opened the door for more experimentation, including CTV. Marketers now recognize that:
It starts with capturing the touchpoint properly. Unlike mobile-to-mobile attribution, the conversion won’t happen on the same device. So Singular uses platform-agnostic tracking links that can attribute impressions to any device.
Captured signals may include:
Once an install or re-engagement occurs, Singular checks that event against all eligible touchpoints and applies the configured attribution windows and rules.
Singular’s default is 24 hours.
A window that’s too long risks:
A window that’s too short risks missing genuine influence. One day is generally the most balanced and consistent with other view-through channels.
This is arguably more important than the attribution window.
CTV is entirely view-through based, and in traditional attribution hierarchies, views are lower priority than clicks. Without adjustments, clicks from other channels will always override CTV impressions — even if the CTV touchpoints drove the outcome.
Prioritization rules allow marketers to:
This is crucial for proper evaluation and optimization.
We fully support CTV-driven re-engagement attribution.
CTV is naturally conducive to re-engagement because:
We evaluate CTV impressions the same way we would for acquisition, but classify the resulting conversion appropriately as a re-engagement.
This is exactly why Singular introduced MTA (multi-touch attribution) and assists.
Rather than debating “which channel gets the last click,” we now offer visibility into:
This paints a clearer picture of channel overlap and how CTV supports — rather than cannibalizes — other campaigns.
CTV should be optimized with the same rigor as performance mobile — but with attention to its unique cross-device dynamics.
The core metrics still apply:
But with CTV, it’s critical to look at contribution metrics:
If assist and single-attributed numbers are strong, you know CTV is driving real value, not just siphoning credit.
Two major areas:
1. Multi-touch attribution and assist modeling
CTV benefits enormously from the added transparency. Marketers can see exactly how CTV fits into the broader funnel and receive more accurate credit allocation.
2. Audience-based incrementality testing
This will allow marketers to:
Together, these will make CTV not just measurable but highly optimizable as a performance channel.
Understanding attribution overlap and having transparency into signals reduces the fear of cannibalization. With clearer visibility — especially through MTA and assist data — marketers can confidently assess how CTV influences their entire ecosystem.