What is TV Attribution?

TV attribution is linking a TV exposure to a later action, such as a website visit, app install, or purchase, within a set attribution window. Linear is read by probabilistic attribution, which credits a spot when site traffic rises above a dynamic baseline in the minutes after airing, or at the household level by matching ACR or set-top-box exposure data to that household's later actions; CTV is read by direct attribution, matching each logged impression to the household it was served to. Results roll up by network, program, daypart, and creative, and downstream conversions are credited within a longer window.