Marketing Analytics with Fexingo · 2026-07-12 · 9 min
In this episode of Marketing Analytics with Fexingo, Lucas and Luna tackle a massive blind spot in modern attribution: connected TV advertising. With US CTV ad spend projected to top $30 billion in 2026, marketers are pouring money into streaming platforms like Hulu, Peacock, and Roku without reliable attribution models. Lucas explains why CTV behaves more like traditional TV than digital - no click-through, no device-level tracking, and a reliance on panel-based measurement. He walks through a real example of a DTC brand that saw a 40% lift in branded search after a CTV campaign but could only confirm it through a controlled geo-experiment. Luna pushes back on whether view-through windows just inflate results, and they discuss the emerging standard of 'matched-market tests' versus the flawed last-touch model. The episode closes with a forward look at how identity resolution and ACR data from smart TVs might finally solve CTV attribution - or create new privacy risks. No fluff, just one concrete attribution gap and how to start closing it.
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