The CTV Measurement Playbook

True Incrementality for App Advertisers

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‍ Download the Playbook ‍ Co-authored by Moloco and AppsFlyer

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Industry Conversation Highlights

Most app advertisers are scaling CTV cautiously.

Not because the channel doesn't work, but because they can't read it the way they read mobile.

AppsFlyer measured 167.8 million CTV-driven app installs in Q1 2026 alone. The gap between CTV's reach and the confidence to scale it comes down to one thing: measurement infrastructure that was built for mobile clicks, not TV impressions.

This playbook, co-authored by Moloco and AppsFlyer, lays out the framework for closing that gap. From MMP configuration to incrementality testing to reading results like a performance channel, it's built for the teams running both mobile UA and CTV who need them talking to each other.

What's inside

Why last-touch attribution systematically misvalues CTV
The four incrementality methodologies and how to choose the right one based on your campaign
How to measure CTV-to-Web outcomes - when the conversion ends on a website, not an app install
What good CTV results actually look like
A pre-launch MMP configuration checklist

“To fully understand CTV performance, it must be measured alongside other channels using the same metrics. This allows for meaningful comparisons — for example, between CTV and mobile campaigns — while also recognizing CTV's indirect impact through assists and contributions beyond last-touch attribution."
Alex Yip Director of Product Strategy

AppsFlyer

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