How can you tell if your CTV campaigns are actually generating visits, conversions… or business?
Even today, most players can’t answer this question. And that’s precisely where the transformation of connected TV is taking place.
Why the CTV measurement remains limited
Despite increased investment, CTV measurement still relies primarily on indicators such as GRP, completion rate, and attention. These metrics provide a useful but incomplete picture: they don’t allow for a direct link between exposure and business performance.
In the absence of a direct link between TV exposure and digital behavior, reliable cross-device tracking and accurate measurement of visits or conversions, CTV remains difficult to manage.
As a result, it is still widely perceived as a branding tool.
The real challenge: reconciling the signals
The problem isn’t a lack of data, but a lack of interoperability between existing signals.
Today, the silos persist.
✅ between TV and digital
✅ between devices
✅ between identifiers
The answer, therefore, is not to multiply the signals, but to connect them.
This is the approach taken by First-id and Stamp , based on three pillars:
✅ First-party data from advertisers and media outlets
✅ CTV signals (IP, IFA, device, household)
✅ Deterministic Web/App identity
First-id acts as a matching key between these environments, allowing exposure, navigation, and conversion to be linked.
An architecture designed to measure reality
The architecture is based on a simple principle: linking CTV exposure, digital navigation, and business impact.
When a user is exposed to a CTV campaign, their signals are matched to a First-Id identity. This identity is then recognized on the web or in the app, allowing for the measurement of their behavior.
👉 This shifts the focus from an exposure-based approach to a unified user journey analysis.
This approach enables:
✅ linking interactions across screens
✅ measuring post-exposure visits and conversions
✅ deduplicating audiences
✅ isolating the actual increment generated
And above all: activating campaigns without silos, without intermediaries, using your own first-party data.
🎙️ Interview partnership Stamp x First-id
Case study : Secours Catholique
Deployed with Goodangel Media, this approach successfully linked CTV exposure and online donations.
Through a web → CTV → web strategy measured by Data Circle and Happydemics :
✅ +20% average donation value
✅ increased website traffic
✅ significant brand lift
🎙️ Interview Secours Catholique
e-commerce site : MAJU
In a retail context, the objective was to measure the real impact of CTV on e-commerce website traffic.
Result: +1,800 incremental visits
A value for each stakeholder
What really changes
We are moving from a fragmented model – silos, partial measurement, dependence on cookies – to a model based on :
With First-id and Stamp, CTV becomes measurable, controllable, and digitally connected.
👉 The future no longer relies on a new tool, but on the ability of technologies to communicate with each other.
This approach has already been recognized by the market, with two awards at the CTV Case Studies Awards:
🏆 Meilleur dispositif d’innovation CTV
🏆 Favori du jury