Since 2018
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Consent-first data sourcing
Primary product route
Use the CTV/ACR product page as the canonical route for “what you get” and delivery details, then support procurement diligence with the linked resources.
Diligence checklist
- Panel stability: refresh cadence, churn, and household-level continuity.
- Calibration: how impressions are aligned to ground truth and deduped.
- Governance: retention, permitted uses, opt-out, and sensitive-category handling.
Related products
Identity + match
RFP questions that separate good ACR from “panel noise”
CTV/ACR is powerful, but it’s easy to buy the wrong panel. These are the questions measurement teams ask before they trust reach/frequency, dedupe, or incrementality reads.
Panel + coverage
- Coverage by OEM/platform and geography (not just a national count).
- Refresh cadence and churn; how households enter/exit the panel.
- What constitutes an “exposure” vs background/ambient tuning.
Dedup + identity
- Householding methodology (unit of analysis and stability).
- Cross-device join path (MAID/HEM/CTV IDs) and match-rate measurement.
- How dedupe works across linear + streaming + mobile.
Governance
- Permitted uses: planning vs measurement vs targeting boundaries.
- Retention policies and opt-out/delete propagation.
- Sensitive-category handling (especially for location joins).
Related buying guides
If you’re scoping the full measurement stack, these hubs keep the evaluation pathways clean and citation-ready.
Vendor comparisons
When a measurement program fails, it’s usually because the evaluation didn’t pin down panel stability, dedupe/windowing assumptions, and governance terms. Use the comparison pages as a structured pilot rubric.
Frequently asked questions about CTV and ACR measurement procurement
What is CTV ACR data used for?
Automatic content recognition (ACR) on smart TVs produces exposure logs that measurement teams join to identity graphs, mobility outcomes, or clean-room conversions. Use cases include reach/frequency, incremental lift, and cross-screen attribution when post-cookie IDs are insufficient.
What should I validate about panel stability?
Ask for monthly unique CTV ID counts, churn, geography and device-type coverage, and app/content universe. Sudden panel swings break attribution models. Request a six-month trend during diligence.
How are calibration and dedupe handled?
Procurement should document content-recognition windows, household vs device dedupe rules, frequency caps, and any vendor calibration against linear TV or digital benchmarks. Align assumptions with your MMM or attribution vendor before production.
Can CTV exposure join to CRM or foot-traffic outcomes?
Yes, when contract terms and privacy envelopes allow. Typical joins flow through the identity graph (MAID, HEM, household) and mobility panel for store visits. See /clean-room-measurement for governed join patterns.
How does programmatic CTV differ from ACR panels?
Programmatic IDs reflect bid-stream or device graphs; ACR reflects what aired on the glass in participating households. Buyers evaluating post-cookie measurement should test both signal types against the same outcomes in a pilot.
What is the recommended pilot scope for CTV/ACR?
Scope a 4 to 8 week read with agreed exposure-to-outcome joins, minimum panel sizes, and deletion handling. Start with the CTV Smart TV ACR product page and the CTV measurement test design resource linked from this hub.
Relationship disclosure: X-Mode and its successor Outlogic, InMarket, and Mobilewalla are referenced here as subjects of FTC consent orders finalized in 2024 and 2025. GSDSI has no supplier, partner, or reseller relationship with any of them.