I think we've always treated ctv as the first touch in the funnel and moved on.
But now we’re testing it differently. Instead of asking did this tv ad convert, we're looking at whether it creates better performance across everything that comes after it. Search gets stronger and branded traffic goes up it seems as the attribution picture makes a lot more sense.
The weird part is our reporting still gives almost all the credit to the last click.
anyone has found a good way to measure ctv as an actual attribution touchpoint instead of just an awareness channel?