Advanced CTV Measurement, Now Live for Universal Ads

Why It Matters

The unified attribution lets marketers compare TV‑driven app installs with other channels in real time, unlocking scalable, cost‑effective growth on premium CTV inventory.

Key Takeaways

• Universal Ads added to Singular’s 10,000+ partner network
• Advanced CTV Measurement attributes installs without additional SDK
• Performance‑channel pricing gives marketers premium TV inventory
• CTV data appears alongside mobile, web, and console metrics

Pulse Analysis

The United States has seen streaming platforms eclipse traditional broadcast and cable, now accounting for more than half of total TV viewing. Marketers chasing app installs are therefore turning to connected‑TV (CTV) as a high‑impact acquisition channel, but fragmented measurement tools have made it difficult to compare TV‑driven installs with mobile or web performance. Singular’s Advanced CTV Measurement addresses that gap by folding CTV into its existing omnichannel attribution stack, delivering a single source of truth for growth teams.

The new partnership with Universal Ads requires no additional SDK or parallel data source. Advertisers simply generate a CTV‑to‑Mobile tracking link inside Singular, attach it to their Universal Ads App Promotion campaign, and the resulting installs flow directly into the familiar Singular dashboard. All delivery metrics—impressions, creative details, cost and install counts—are reported alongside mobile, web and console channels, and fraud prevention runs before the data is recorded. This seamless workflow lets performance marketers evaluate TV spend on the same attribution windows they already trust.

By bringing premium TV inventory into a performance‑channel pricing model, Universal Ads gives app marketers a cost‑effective way to scale campaigns on the largest screen in the home. Because the installs are measured in the same attribution layer as Meta, Google and other sources, growth teams can directly compare ROI across channels and reallocate budget in real time. Singular plans to expand the integration beyond the initial phase, promising deeper analytics and broader inventory access, which could further blur the line between traditional TV advertising and app acquisition.