🚀 What’s New This Week
📺 Paramount Ads Manager, meet Northbeam.
CTV budgets are growing. 70% of U.S. advertisers plan to increase CTV spend this year, and much of that money is coming from linear TV, display, search, and social. Measurement hasn't kept up, though. About a third of video buyers say outcomes and measurement are the biggest gaps in proving ROI. Legacy attribution models were built around clicks, and most TV ads don't get clicked.
Through our Clicks + Deterministic Views (C+DV) integration with Paramount Ads Manager, you can now measure Paramount CTV campaigns in the same dashboard as the rest of your media channels.
Why C+DV matters for CTV
A clicks-only model can't credit CTV. Say a viewer sees your ad on the living room TV and buys on their phone an hour later. A clicks-only model gives that sale to whatever they clicked last, or to no one.
Clicks + Deterministic Views (C+DV) adds verified ad exposures to the model. It counts a view when a deterministic signal ties that impression to the person who converted. For CTV, where almost no one clicks, that’s the difference between your spend showing results and looking like it did nothing.
What C+DV can measure
Along with Paramount Ads, our C+DV model covers:
AppLovin
MNTN
Snapchat
Universal Ads
LiveIntent
Paramount Ads
The Trade Desk
Vibe
Meta
Reddit Ads
TikTok
…and more to come!
If you’re ready to start measuring CTV more accurately, head to Settings→Model Settings and check the boxes next to each platform. ✅
🔁 ICYMI
🧪 Incrementality now covers more platforms and more test types.
Attribution tells you what got credit. Incrementality tells you what would have happened without it. You now have three ways to test:
Holdout: Pause spend in matched control regions. Is this channel driving net-new revenue?
Scale: Increase spend (up to ~3x) in test regions. What does the next dollar get me?
Tactic/campaign-level: Test a specific group of campaigns. Is this part of my Meta strategy pulling its weight?
Tests are live on most major platforms. Eligibility depends on your spend, order volume, and ZIP code coverage, and your Media Strategist can tell you which tests you qualify for.
Oh, and did we mention your first test is free? 💸
📈 Optimization Corner
🔥 Hot tip: Numbers not matching Google’s? Use the Touchpoints column to find out why.
Google only sees the touchpoints that happened on Google. Northbeam sees the whole path to purchase. When the two disagree, the Touchpoints column usually shows you where the credit went.
Add Touchpoints to your Sales Attribution view
Filter to one channel (say, non-brand search)
Hover over the tooltip to see which other channels showed up on those same orders
If non-brand search orders are also touching brand search, Demand Gen, or Meta, that overlap explains a lot of the gap. It also tells you which channels are working together.
🤑 Ad Credit Offers
We've partnered with ad platforms to get these exclusive credit offers for Northbeam customers. To claim an offer, reach out to [email protected].
