CTV attribution
Measure the impact of every CTV and OTT impression, tie it to mobile and web outcomes, and give streaming the same ROI rigor your performance channels already get. Treat connected TV as a growth channel, not a brand experiment.
Trusted to deliver the most extensive data, for optimized campaign performance
THE SINGULAR PROMISE
Bring CTV into the same measurement framework as every other channel
CTV is the fastest-growing channel in performance marketing, and the hardest one to measure. No clicks, no SDKs, no deterministic install signal. Singular solves the problem with household-level matching, configurable attribution windows, and cross-device journey reporting that connects the TV impression to the mobile install or web conversion that followed.
Connect TV impressions to real outcomes
Match CTV ad views to downstream mobile app installs and web conversions through household-level IP signals, giving streaming campaigns the same outcome-level reporting your other channels have.
Configure CTV’s place in the attribution waterfall
CTV touchpoints arrive as probabilistic impressions, but you decide how to weighs them. Default settings place them in the lowest priority slot, or you can promote them to match deterministic clicks.
Pull CTV cost data into your ROI view
Ingest cost, creative, and campaign metadata from your CTV partners and join it to attribution. ROAS, CAC, and LTV reporting includes streaming, not just paid social and search.
Measure cross-device journeys that include CTV
Track users who saw a streaming ad on TV, searched on a laptop, and installed on a phone. Stitch the journey across surfaces with cross-device attribution.
Build dashboards that capture CTV alongside everything else
Custom reports and visualizations that put CTV next to mobile, web, and search in one ROI view. Stop running CTV measurement as a side project in a separate tool.
Send CTV data to your warehouse with one pipeline
Push CTV attribution, cost, and creative data into Snowflake, BigQuery, Redshift, Databricks, or any major destination through Marketing ETL. One pipeline, every channel.
Smarter Insights.
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MARKETING TOOLKIT
Built to make CTV measurable, optimizable, and accountable
The end-to-end attribution and analytics platform for driving faster growth with smarter ROl insights, powering your team in the age of AI.
DATA FOUNDATION
Test new CTV and OTT partners with confidence
Singular integrates with the major CTV and OTT platforms, so you can launch a campaign on a new partner and measure KPI outcomes from day one.
OMNICHANNEL MEASUREMENT
Track users from streaming TV to mobile and web
A user sees the ad on the TV, searches on a laptop, and installs on a phone. Singular stitches the full journey across surfaces, so credit lands where it actually belongs and CTV gets the recognition the data supports.
OMNICHANNEL MEASUREMENT
Give CTV its own attribution priority
CTV impressions arrive as probabilistic signals, lower-confidence than a deterministic click. You have the flexibility to choose if CTV gets the same priority as direct touchpoints when your strategy demands it. Customizable lookback windows and touchpoint rules per channel.
OMNICHANNEL MEASUREMENT
Measure CTV creative the same way you measure everything else
Visualize CTV creative performance alongside paid social, search, and programmatic in one dashboard. Identify which 30-second spot, which version, which audience segment delivered the best ROAS.
OMNICHANNEL MEASUREMENT
Build custom CTV ROI dashboards
Drag-and-drop dashboards that surface CTV alongside every other channel. ROAS, CAC, install volume, post-install behavior, retention, all sliced by partner, creative, geo, and audience. Snapshot reporting for executive reviews, granular reporting for daily optimization.
ACTIVATION
Send CTV data anywhere your team works
Push CTV attribution, campaign data, and creative metadata to Snowflake, BigQuery, Redshift, Databricks, S3, Tableau, or Looker through Singular’s Marketing ETL. One pipeline for every channel, no separate CTV data project.
HEAR THEIR VOICES
Our customers say
The ROAS and Retention Analytics reports changed how we evaluate UA. We used to have to pull from multiple places. Now it’s all in one view and we can actually see what’s working.
Günay Azer
Founder
6
Hours of weekly reporting saved
It’s not about whether the other MMPs have less or more features. It’s that when there is an issue, which inevitably happens with any MMP, Singular is very quick to act and figure out a solution with us.
Gus Viegas
Head of Growth
23%
Success rate app installs 7d
When I give the creative team clear, data-backed instructions, we are able to produce better creatives faster.
Wanbing Zhu Andresson
Head of Performance Marketing
2X
Creative throughput
I know that Singular is the best-in-class MMP. We’re confident we won’t fall behind the latest and greatest trends and market needs.
Josh Nadler
Senior Product Manager, Marketing Platform
99%
Reduction in link generation time
Singular helped us save operation costs, define the resources we needed for the migration, and coordinate the team we needed. Which made the migration more than worth it for us.
Sebastian Pontillo
Head of Marketing Technology
60%
ROI in operational costs
Singular has a very technical and knowledgeable team, which is reflected in its level of support and is more aligned with the maturity level of our organization.
Eric Couto
Head of Marketing Tech
32
Apps migrated
There is more flexibility than one might find somewhere else, and also a strong customer service element with keenness to do new things, like with SKAN, or other projects I’m discussing with the team.
Arif Ehsan
Head of Digital Marketing & Loyalty
30%
Spend saved from fraud
GOT QUESTIONS?
CTV attribution FAQ
Connected TV advertising delivers ads to consumers through internet-connected TV sets, smart TVs, streaming devices, and gaming consoles. The category overlaps with related terms like OTT (over-the-top), streaming media, and smart TV advertising- different labels for related delivery methods that share the same fundamental shift: TV viewing now happens through internet-connected devices, which makes the audience addressable, the campaigns programmatic, and the performance measurable. Marketers use CTV to reach engaged audiences with high view completion rates, and increasingly to drive mobile app installs, web conversions, and other performance outcomes alongside traditional brand goals.
These terms are often used interchangeably, but they describe different parts of the same ecosystem:
Connected TV (CTV) refers to the device: any TV connected to the internet, whether through a built-in smart TV operating system, a streaming stick, or a gaming console.
Over-the-top (OTT) refers to the delivery method: content delivered over the internet rather than through traditional cable or satellite. OTT can be watched on phones, laptops, or CTVs.
Streaming media refers to the content itself: video or audio delivered in real time over the internet (Netflix, Hulu, Disney+, YouTube).
Smart TV refers to a specific type of CTV device: a television with built-in internet connectivity and apps, distinct from a basic TV paired with an external streaming device.
CTV advertising combines the targeting precision of digital with the engagement quality of traditional television. Three factors drive its effectiveness:
Audience targeting: CTV platforms use first-party and household-level data to target viewers by demographics, interests, and past viewing behavior, similar to other digital channels.
Viewer engagement: Unlike scrollable feeds where ads compete for split-second attention, CTV viewers are leaned back and committed to the content, producing view completion rates that approach 100%.
Measurable outcomes: CTV ads can be attributed to downstream conversions across mobile, web, and other devices, which is why cross-device attribution platforms increasingly treat CTV as a first-class channel alongside mobile and web.
The two measurement modes answer different questions about how connected TV drives growth, and each is suited to a different type of advertiser. The core distinction is where the conversion happens.
CTV-to-mobile crosses devices and relies on household-level IP matching to bridge the TV and the phone.
CTV-to-CTV stays on a single device, which gives it a stronger deterministic signal but a narrower set of use cases. Marketers running both motions can measure them side by side in Singular, with each attribution path configured independently.