CTV-to-app vs in-app mobile attribution: different beasts, different tools
Buyers expanding into connected TV assume their mobile MMP just covers it. It half does.
In-app mobile attribution
— ✓ Mature SKAN/device-ID pipeline, deterministic where consent exists
— ✗ Built around click and view on the same device
CTV-to-app attribution
— ✓ Captures the big-screen-to-phone install journey via IP-graph and household matching
— ✓ MMPs (AppsFlyer, Kochava) now offer CTV modules
— ✗ Cross-device IP matching is probabilistic, accuracy drops in shared/NATed households
Don't judge CTV on mobile-grade attribution precision, it's structurally fuzzier. Use it for incremental reach measured via lift, not last-click. Validate with a holdout before scaling CTV spend.
Verdict: trust mobile attribution for last-touch, treat CTV-to-app as lift-measured reach, never last-click.
Best for: performance teams testing CTV without abandoning attribution discipline.
In-App Bench
@InAppBench
CTV-to-app vs in-app mobile attribution: different beasts, different tools
Этот пост опубликован в Telegram-канале In-App Bench. Подписаться можно по ссылке: @InAppBench.