CTV Measurement

Connected TV (CTV) measurement is the discipline of measuring ad performance on internet-connected TVs — smart TVs, streaming sticks, game consoles, and apps running on them. The measurement environment is structurally different from web (single device, no multi-tab, ad pods rather than single placements) and from linear TV (digital signal-path rather than Nielsen panels).

The major measurement primitives: viewability (was the playout completed with the screen on?), reach (how many unique households?), frequency (how many times did each household see?), and attribution (did the exposed household convert?). Each requires a different data infrastructure: viewability comes from OMID-instrumented players; reach comes from CTV identity graphs (UID2, hashed-IP graphs, ACR data); attribution comes from cross-device match to mobile or web behavior.

In 2026, the dominant CTV measurement providers are iSpot, VideoAmp, NCSolutions, and Nielsen ONE. Each provides a cross-publisher view that no single SSP can — necessary for de-duplicated reach measurement across multiple streaming apps.

Trillboards intersects CTV measurement on the supply side: Trillboards screens are a hybrid CTV/DOOH endpoint — connected, app-based, but in a shared venue. The Trillboards sensing SDK ships measurement that maps to both the IAB DOOH framework and the IAB CTV framework — see the CTV measurement docs.