For years, Connected TV (CTV) was the shiny new object in marketers’ media plans—a space for testing, learning and seeing what stuck. Fast-forward to 2026: The experiment is over. CTV has proven itself a key player in digital-first strategies, commanding more dollars, more data and more expectations than ever before.

But as budgets scale up, so does the pressure to prove that CTV delivers not just reach—but results. And in a space that’s still evolving, that’s easier said than done.

Let’s break down what modern measurement looks like in the age of Connected TV.

Why CTV Measurement Matters More Than Ever

CTV is the rare medium that bridges two worlds: the storytelling depth of traditional TV and the precision of digital. It’s emotional and accountable—when measured right.

But with audience fragmentation, inconsistent metrics and walled gardens across platforms, marketers are often left stitching together partial truths. The result? Unclear performance stories and missed opportunities for optimization.

In 2026, clarity and accountability aren’t “nice-to-haves.” They’re table stakes. CMOs are demanding visibility into not just who saw the ad, but what happenednext and how it laddered up to brand and business goals.

The Metrics That Matter Most

As the industry matures, a new measurement framework is taking shape—one that captures both the art and the impact of CTV.

• Incremental Reach: How many new households did CTV bring to your campaign beyond your linear TV footprint? It’s a critical metric for proving the additive value of the channel.
• Completion Rate: Did your audience stay tuned until the final frame? High completion rates signal resonance, both with the creative and the targeting.
• Brand Lift: Are you seeing measurable movement in awareness, consideration or purchase intent? This is where the storytelling power of CTV meets brand health.
• Attribution Models: Can you connect ad exposure to real outcomes like site visits, conversions or sales? Advanced attribution continues to be the holy grail—and we’re getting closer.

Bonus Insight: The rise of household-level targeting and reporting gives marketers a sharper lens on who’s watching, how often and what content drives response. The result? A clearer picture of performance from the people behind the screens.

What Industry Leaders Are Saying

Marketing effectiveness expert Peter Field continues to remind us that long-term brand building and short-term activation aren’t opposing forces; they’re complementary ones. CTV’s immersive, lean-back experience makes it uniquely capable of doing both.

Forward-thinking marketers are now merging brand metrics and performance analytics into hybrid models that reflect the full customer journey. Instead of treating awareness and conversion as separate goals, they’re recognizing CTV’s ability to build equity and drive action, sometimes within the same campaign.

It’s not just about what CTV can do, it’s about what it can prove.

What This Means for Marketing Leaders

For CMOs and senior strategists, the question isn’t whether to invest in CTV; it’s how to maximize its impact through smarter measurement and stronger integration.

A few strategic takeaways:

1. Connect the Dots Across Channels. CTV shouldn’t operate in isolation. The biggest gains come when it’s part of a cohesive, omnichannel ecosystem.
2. Build a Unified Measurement Framework. Align KPIs across internal teams and media partners to ensure consistency in how performance is evaluated.
3. Champion Creative as a Performance Lever. Measurement matters—but great storytelling drives the metrics that follow. The brands winning in CTV are the ones investing in creative that commands attention.

What’s Next for CTV Measurement

As the ecosystem matures, three trends will shape the next chapter of CTV accountability:

• Standardization Across Platforms: Expect clearer definitions and benchmarks that make reporting more transparent and comparable.
• CRM and First-Party Data Integration: Tying CTV impressions to owned data will bridge the gap between exposure and engagement.
• AI-Powered Optimization: Machine learning will refine targeting, creative rotation and frequency in real time, making campaigns more efficient and personalized.

The future of CTV measurement isn’t just about better data—it’s about better decisions. For marketers who embrace that mindset, CTV becomes more than a media channel. It becomes a powerful tool for storytelling, growth and brand accountability.

CTV has earned its seat at the table. Now, it’s up to marketers to measure what matters—and to tell the story behind the numbers. Searching for a partner that can level up your CTV strategy? Hiebing can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.