Understanding CTV Targeting and Measurement
A practical guide to leveraging advanced targeting options and measurement capabilities for data-driven CTV advertising success.
The power of Connected TV advertising lies in two critical capabilities: precision targeting that ensures your ads reach the right audience, and comprehensive measurement that proves your investment is working. Understanding both is essential for maximizing ROI and making data-driven optimization decisions.
This guide demystifies CTV targeting options and measurement methodologies, providing practical frameworks for building effective, accountable campaigns.
Part 1: CTV Targeting Capabilities
1. Geographic Targeting
Geographic precision is one of CTV's greatest strengths. Unlike traditional TV's DMA-level targeting, CTV allows household-level geographic control:
Macro Geographic Targeting
- • Nationwide: Reach all 120+ million CTV households
- • Regional: Target multiple states or regions
- • State-level: Focus on specific states
- • DMA (Market): Target designated market areas
Micro Geographic Targeting
- • ZIP Code: Target specific postal codes
- • Radius: Draw circles around locations (1-50 miles)
- • Custom Polygons: Draw exact boundaries
- • Address Lists: Upload specific addresses
Best Practice: Layer geographic targeting with other parameters. For example, target a 5-mile radius around your store + household income $75K+ + in-market for your category = highly qualified audience.
2. Demographic Targeting
CTV platforms use household-level demographic data from sources like Experian, TransUnion, and Acxiom. Available targeting includes:
| Demographic | Available Segments |
|---|---|
| Age | 18-24, 25-34, 35-44, 45-54, 55-64, 65+ |
| Gender | Male, Female, All |
| Household Income | $0-35K, $35-50K, $50-75K, $75-100K, $100K+ |
| Household Composition | Single, Married, With children, Empty nesters |
| Homeownership | Homeowner, Renter |
| Education | High school, Some college, Bachelor's, Graduate degree |
3. Behavioral & Interest Targeting
According to IAB research, behavioral targeting increases CTV campaign performance by 40-60% compared to demographic-only targeting. Key behavioral segments include:
Purchase Behaviors
- • Online shoppers
- • Luxury buyers
- • Value shoppers
- • Category buyers
Lifestyle Interests
- • Fitness enthusiasts
- • Foodies & cooking
- • Travel lovers
- • Tech early adopters
Content Preferences
- • Sports fans
- • News watchers
- • Drama/reality
- • Documentary viewers
4. In-Market & Intent Targeting
In-market audiences are users actively researching or ready to purchase in specific categories. These segments are built from search behavior, browsing history, and purchase signals:
Popular In-Market Segments:
5. First-Party Data & Retargeting
Your most valuable audience is often people who already know you. CTV platforms allow you to upload and target your own customer data:
- • Customer Match Lists: Upload email addresses or phone numbers to reach existing customers on CTV
- • Website Visitor Retargeting: Show CTV ads to people who visited your website
- • Lookalike Audiences: Reach new households similar to your best customers
- • CRM Integration: Target based on purchase history, loyalty status, or engagement level
Part 2: CTV Measurement & Attribution
Core Performance Metrics
| Metric | Definition | Industry Benchmark |
|---|---|---|
| Impressions | Total ad deliveries | Campaign goal dependent |
| Reach | Unique households exposed | 60-80% of target universe |
| Frequency | Avg. exposures per household | 3-7 for optimal recall |
| Completion Rate | % watching full ad | 90-95% |
| CPM | Cost per 1,000 impressions | $20-40 |
Attribution Models
CTV attribution tracks the consumer journey from ad exposure to desired action. Common attribution methods include:
1. Website Visit Attribution
How it works: Pixel tracking identifies when CTV-exposed households visit your website within the attribution window (typically 7-30 days).
Typical Results: 2-5% website visit rate from exposed households
Best For: E-commerce, lead generation, service businesses
2. Foot Traffic Attribution
How it works: Location data partners match TV device IDs to mobile phones, then detect when those phones enter your store's geofence.
Typical Results: 4-8% store visit rate, $8-15 cost per visit
Best For: Retail, restaurants, fitness, automotive, services
3. Conversion Attribution
How it works: Track specific actions (form fills, purchases, calls) from exposed households using conversion pixels and call tracking.
Typical Results: Varies by industry, 1-3% typical conversion rate
Best For: Lead generation, e-commerce, phone-based businesses
4. Brand Lift Studies
How it works: Survey exposed vs. unexposed audiences to measure awareness, consideration, and purchase intent increases.
Typical Results: 15-30% lift in brand awareness, 10-20% lift in consideration
Best For: Brand building campaigns, new product launches
Advanced Measurement Capabilities
Search Lift Analysis
Measure increase in branded search volume during and after CTV campaigns. Typical lift: 25-35% increase in branded searches.
Sales Lift Studies
Compare sales in exposed markets vs. control markets to measure incremental revenue directly attributable to CTV advertising.
Cross-Device Journey Tracking
Track the full customer journey: CTV exposure → mobile search → desktop research → in-store purchase.
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Key Takeaways
- •CTV targeting combines geographic precision (ZIP code level), demographic data, behavioral signals, and intent
- •Behavioral targeting increases performance by 40-60% vs. demographic-only (IAB)
- •First-party data and retargeting provide your highest-value audiences
- •Attribution models track website visits (2-5% rate), store visits (4-8% rate), and conversions
- •Layer multiple targeting parameters for highly qualified, cost-efficient audiences
Sources & References
- • IAB Connected TV Report - Targeting & Attribution Data
- • Industry benchmarks from MNTN, Vibe.co, PlaceWise Media 2025
- • Data provider standards: Experian, TransUnion, Acxiom household-level targeting