TV Attribution Models allow marketers to understand the impact of various dimensions of their TV advertising, such as the TV Ad Network (ABC, Fox, CBS, NBC, …), TV Program and TV Ad Airing Spot, on their website traffic, online sales and other digital activities. It has long been accepted by marketers that airing commercials on legacy TV can often lead to conversions online — but due to the non-addressable nature of TV Advertising, the impact is hard to accurately quantify.
With TV Attribution Models, marketers can collect TV data in aggregate (GRP), and analyze their incremental impact on driving conversions in the online world.
