Connected TV is everywhere, yet its role in mobile user acquisition is still debated. For years, CTV sat on the brand side of the budget, dismissed by UA teams as upper-funnel, high-cost, and hard to measure.

That’s starting to shift. Advances in cross-device attribution and signal-based optimization are bridging the gap between CTV exposure and mobile action. MMPs can now map household-level installs with increasing precision, DSPs are learning from those verified outcomes to optimize delivery, and SSPs provide the signal-rich, app-based inventory that makes it all measurable at scale.

Now the question is: what does it take to make CTV truly work for user acquisition?

Alexei Moltchan, VP of Product, DSPs @ Dataseat (now part of Verve)

Nikunj Sureka, Senior Director, Product, CTV @ Verve

Julia Kan, Managing Director, Advertiser Solutions @ Kochava

How CTV-to-Mobile Attribution Really Works

Understand the frameworks that link CTV exposure to mobile installs — from household-level mapping to emerging interactive and QR-based paths to conversion.

Why Signal Quality Matters More Than Volume

See how curated, app-based supply and contextual metadata (app bundle, content genre, device type, daypart) power measurable CTV performance.

How DSPs, SSPs, and MMPs Collaborate for Real Results

Explore how Dataseat’s optimization models, Verve’s signal framework, and MMP attribution come together to close the loop from exposure to ROAS.

Actionable advice for marketers ready to test, measure, and scale performance CTV campaigns.

Julia Kan,  Managing Director, Advertiser Solutions @ Kochava

Julia Kan is the Managing Director of Advertiser Solutions at Kochava, where she leads strategy and sales in data-driven advertising and measurement solutions. With over a decade of experience in SaaS and mobile analytics, she previously held senior revenue leadership roles at MobileAction and data.ai, where she scaled global teams across the Americas. A University of California, Berkeley graduate with a BA in Political Economy, Julia is recognized for driving growth and partnerships across Fortune 500 clients and emerging tech companies.

Nicole Weiss is the founder of Brass Finch and an executive marketer with over 20 years leading growth across apps, retail, and omnichannel experiences. She’s built organic and conversion programs that delivered over $175M in revenue at Audible, scaled Macy’s known user base by 500x, and launched industry-first innovations in App Store optimization, AI, AR, and mobile retail strategy.

Making CTV work for UA: from exposure to install