What is Attribution?

Attribution is the process of identifying which ads and channels caused a desired outcome — a website visit, lead, or sale — so budget can be credited and shifted to what works. In streaming TV, attribution typically matches ad exposure at the household level to later actions on your website or app.

TV attribution answered the industry’s oldest complaint ("half my advertising is wasted; I don’t know which half"): CTV ads are digitally served, so exposure can be connected to outcomes.

Common models include last-touch, multi-touch, and incrementality testing. For SMBs, the practical starting point is view-through measurement: did households that saw the ad visit or buy more than those that didn’t?