Adjust makes cross-device advertising measurable

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Mobile marketing analytics platform Adjust is expanding its CTV and OTT offerings to include Connected TV Ad to Mobile Measurement. The new feature gives advertisers a complete view of the user journey from CTV ad view through to mobile app install, providing cross-device insights to help optimise campaigns and drive growth.

“As CTV grows, so does its influence as an advertising medium — transforming what’s broadly been thought of as an awareness tool into a key performance channel. It has become essential for marketers and developers to understand CTV’s role in the user journey,” said Gijsbert Pols, Lead Product Strategist at Adjust. “Adjust is committed to helping apps meet their users where they are, empowering them to serve engaging ads that can be confidently measured and attributed.”

The addition of Adjust’s CTV to mobile measurement feature brings attribution data for mobile marketers into one place, enabling them to assess the performance of their marketing campaigns across all channels, including CTV and OTT. By leveraging Adjust’s multi-touch attribution, marketers can see the full impact of CTV advertising on their overall user acquisition strategy, helping prove ROI.

“Historically, television has been an expensive advertising channel with ROI difficult to prove,” Pols added. “However, with holistic CTV measurement, teams with leaner budgets can enter the space and spend efficiently, while also maximising an innovative new channel.”


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