CTV for user acquisition: A practical guide to measurable app growth

Connected TV (CTV) is emerging as a bridge between branding and performance, blending big-screen storytelling with the targeting and measurement rigor of digital. Under the hood, it runs on the same app-based foundations as mobile, but at the household level. With the right measurement and programmatic setup, user acquisition (UA) teams can apply the same performance discipline—installs, engagement, and value—to the big screen.

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