CTV-to-app attribution: IP-match window tuning moved measured installs +19%
A brand ran CTV to drive app installs but attribution was near-zero — CTV has no click, only an impression, matched by household IP within a window.
Working with Kochava, they widened the view-through IP-match window from 1h to 24h (matching real household behavior — people install later that evening) and added co-viewing dedup.
Measured CTV-driven installs rose 19% and finally cleared the noise floor for budgeting.
✓ CTV needs longer VT windows than mobile click campaigns
✓ Household-IP matching is the only signal — tune it deliberately
✗ IP match is fuzzy; co-viewing inflates without dedup
✗ Privacy shifts (IP masking) threaten this method long-term
Verdict: CTV attribution lives or dies on the IP-match window — don't default it.
Best for: brands testing CTV as a performance channel.
In-App Bench
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CTV-to-app attribution: IP-match window tuning moved measured installs +19%
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