Why Your Marketing Attribution Fails on Connected TV

Lucas and Luna drill into a blind spot in marketing measurement: connected TV ad attribution. Lucas explains why the click-based attribution model falls apart when viewers don't click, and shares a case study from a direct-to-consumer brand that ran a $500,000 CTV campaign but saw zero attributed conversions in its last-click model. The episode walks through probabilistic vs. deterministic matching, why view-through windows vary wildly across platforms, and how a simple 24-hour vs. 7-day window changed the campaign's apparent ROI from 0.4x to 3.1x. Luna pushes back on whether view-through attribution is just 'spray and pray accounting,' and Lucas offers a pragmatic framework for deciding when CTV attribution is worth the effort. The episode closes with a concrete checklist for any marketer running TV ads in 2026. #ConnectedTV #MarketingAttribution #CTVAdvertising #MarketingMeasurement #AttributionModeling #ViewThroughAttribution #MarketingAnalytics #AdAttribution #DigitalMarketing #MarketingROI #TVAdvertising #MarketingOps #FexingoBusiness #BusinessPodcast #MarketingPodcast #MarTech #AttributionFailure #MarketingData Keep every episode free: buymeacoffee.com/fexingo