Guides2026-06-14·13 min read

CTV & OTT Measurement: How MMPs Track Connected TV Ads in 2026

Connected TV ad spend is exploding. But measuring CTV campaigns requires MMP capabilities most teams don't know about.

A
Alex Morgan
Senior Growth Analyst

Connected TV ad spend is exploding. But measuring CTV campaigns requires MMP capabilities most teams don't know about.

Industry Context

The MMP industry is evolving rapidly. Consolidation (AppLovin/Adjust, Affle/Jampp), privacy regulation, and AI-driven analytics are reshaping how mobile measurement works. Staying current on industry trends helps you make better vendor decisions and negotiate from a position of knowledge.

Key Analysis

This guide is based on hands-on testing, interviews with growth teams, and analysis of user reviews across G2, Capterra, and TrustRadius. We update our recommendations quarterly to reflect pricing changes, feature updates, and market shifts.

  • Covers: ctv, ott, guides, trends
  • Category: Guides
  • Author: Alex Morgan — Senior Growth Analyst
  • Last updated: 2026-06-14
  • Reading time: 13 min read

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