A Guide to Incrementality Testing Amid CTV Consolidation
How to rebuild your holdouts, sample sizes and trust thresholds before ownership changes move the goalposts.
What's inside
As CTV ownership consolidates, the tests you trusted last quarter may no longer hold.
As platforms merge, the questions get harder to answer. Is your holdout still clean, or has a shared identity graph already contaminated it? Can your control pool still support the lift you need to act on? And when a platform reports its own results, how much of that number can you actually trust?
A revised testing framework answers CTV's biggest measurement questions. It gives you a clear sequence for re-establishing trust after consolidation, so every test result you act on is one you can actually defend.
Drawing on our own CTV campaigns and the mechanics behind major consolidation deals like Fox–Roku and Paramount–WBD, we're here to guide you through what rebuilding that trust looks like in practice, from mapping supply against ownership, to resizing your sample, to knowing how much to discount a platform's own reported lift.
CTV is turning into one of the most interesting channels in performance marketing. It isn't just a TV branding play anymore. It's measurable, and you can act on what you measure. The hard part is proving performance consistently. CTV isn't cheap, attribution gets messy, and advertisers have to separate real incremental lift from conversions that would have happened anyway.
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