Measuring CTV requires different technology compared to mobile or desktop advertising which may be where this misconception comes from. CTV metrics are undeniably more limited than regular video advertising which can make reporting slightly more complicated, but not impossible.
In comparison to Linear TV, CTV advertising has an abundance of data available, however there’s continued room for improvement. Technologies like Automatic Content Recognition (ACR) can create data segments for strategical ad placements against certain categories or advertisers, similarly, it can help create incremental reach against linear exposure. Household graphs can also help us track consumer response to advertising on a TV screen that hasn’t been possible previously. In short, although limitations and blackspots still exist in this medium, CTV has the opportunity to account and attribute for low-end of the funnel actions, where Linear did not.