At a Glance: This article explains what Connected TV (CTV) is, how it works, and how to track CTV campaigns using Apptrove’s supported methods.
Overview
Connected TV (CTV) refers to internet-connected televisions that allow viewers to stream content through apps—such as Hotstar, Netflix, and native Android TV, Samsung TV, or LG TV applications. Unlike traditional TV advertising, CTV allows for advanced performance tracking and attribution.
Apptrove supports probabilistic attribution only, enabling CTV ad campaign tracking without relying on deterministic identifiers like advertising IDs.
Probabilistic Attribution Explained
Since CTV platforms rarely provide deterministic IDs, Apptrove uses probabilistic attribution. This approach statistically matches installs across sessions using device and network data.
While probabilistic attribution is less precise than deterministic methods, it’s crucial for CTV tracking, which lacks traditional identifiers.
Why Apptrove Uses Probabilistic Attribution for CTV
CTV devices don't provide advertising IDs, so deterministic matching is unfeasible.
Probabilistic matching enables attribution using available signals.
This method is the industry-standard and the only best practice across the CTV ecosystem.
How CTV Works in Apptrove
CTV attribution in Apptrove leverages probabilistic models—similar to industry practices—using signals like IP address, user agent, platform ID, and other available data points to connect ad impressions with installs or first sessions.
This model is the preferred method when deterministic identifiers (e.g., advertising IDs) are unavailable, which is typically the case for TV devices.
CTV Tracking in Apptrove
Apptrove supports two primary CTV tracking flows:
Direct App Campaigns
You own and market your app on supported TVs (Android TV, Samsung TV, LG TV). Add the app in Apptrove using the TV-obtained App ID, and run your campaign directly.
NOTE:
Apptrove’s anti-fraud checks extend to CTV campaigns. All impressions, clicks, and installs are monitored for suspicious activity, ensuring your CTV data stays accurate, reliable, and secure.
Third-Party App Placements (e.g., Hotstar)
Ads appear within partner apps like Hotstar. You configure a new partner in Apptrove and share an S2S (server-to-server) link, capturing key signals like user agent and IP to attribute installs to the correct partner.
NOTE:
Even if you use the third-party approach, all campaign data will still be fully available in your Apptrove reports and logs for complete transparency.
Broaden Your Knowledge:
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Feel free to reach out to us at any time by emailing us at support@apptrove.com or by using the in-platform chat feature. We'd love to hear from you!
