Omnichannel Reality
CTV, mobile, and DOOH must work in sync. The viewer journey crosses multiple devices — attribution must follow.
CTV
Upper funnel awareness
Mobile
Search, engagement
Purchase
Conversion
The CTV Halo Effect
Halo Effect: Brand exposure on TV increases engagement on mobile/desktop. CTV serves as upper funnel anchor.
CTV exposure
Viewer sees brand on big screen TV.
Search behavior
Later searches for brand on mobile.
Purchase
Converts on mobile or desktop.
Attribution
Links CTV exposure to conversion.
Universal IDs for Cross-Device
Device graphs and ID linkages determine who can execute precise cross-device campaigns:
- Gracenote IDs — content identification across platforms
- Unified IDs — link users across devices
- Household graphs — connect TV to personal devices
- Nielsen/Comscore integration — measurement partners
Metadata Enables Attribution
Content IDs (Gracenote/TMS IDs) serve as universal identifier for cross-platform measurement:
Discovery integration
IDs link content across platforms.
Ad tech stacks
IDs enable programmatic attribution.
Measurement partners
Nielsen/Comscore recognize IDs.
Cross-device tracking
Link exposure to conversion.
EPG Service: Attribution-Ready Metadata
Need cross-device attribution?
EPG Service provides universal content IDs compatible with major measurement partners for cross-platform attribution.
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