Connected TV (CTV) has reached mass adoption, yet its role in mobile user acquisition remains up for debate. For years, CTV was considered a brand awareness channel — effective for reach but often seen as too top-funnel and hard to measure for UA teams focused on installs and return on ad spend.
That perception is evolving. As mobile performance channels mature and privacy restrictions limit traditional identifiers, marketers are exploring new ways to drive growth. Advances in cross-device attribution and signal-based optimization now make it possible to link CTV exposure to mobile installs with greater precision.
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The gap between a 65% and 90%+ privacy opt-in rate can mean $525,000 in lost revenue annually for a 100K DAU app — and most teams have no idea where they stand.
This guide breaks down the true cost of consent debt, why the average app sits at just 80% opt-in, and the exact tactics top performers use to consistently hit 90%+: prompt timing, banner design, vendor list optimization, and more.
On December 4th, industry leaders from Verve, Dataseat, and Kochava will convene for Making CTV work for UA: From exposure to install — a live strategy session, hosted by Nicole Weiss, on how leading DSPs, SSPs, and MMPs are redefining CTV as a measurable performance channel.
Attendees will walk away with a clear view of how CTV can complement their mobile UA mix and what it takes to test, measure, and scale performance campaigns on the big screen. Register today.
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