How do you measure whether your CTV ads bring people into stores?

Why CTV is hard to measure

Nobody clicks a TV ad. The person who saw it walks into a store days later on a phone that never touched the ad. Last-click analytics gives the visit to whatever came last, usually search, so streaming looks like it did nothing. The only honest way to connect the two is to join exposure and visit at the household.

How Quorum measures it

1. Tag the impressions. Point your DSP’s impression tracker at a Quorum pixel URL, or send impression logs. Any DSP works, and MNTN has a built-in integration.
2. Resolve to households. Exposed devices are matched deterministically to households in an opt-in graph of ~74.6M U.S. households.
3. Check for visits. Those households are checked against visits to your locations. Quorum tracks 736,984 hand-drawn venues; if yours are not among them, our cartography team maps them.
4. Compare against a baseline. You get the visit rate for exposed households versus an unexposed baseline, by publisher, creative, day-part and store.

What a regional retailer gets out of it

• Which streaming publishers and apps drove visits, so you can move budget mid-flight instead of after it.
• Which creative and day-parts worked, measured on visits rather than completion rate.
• The same number for CTV, programmatic, your website and billboards, on one household spine, so channels compete fairly.
• An audience of the households that converted, to target again.

What to ask any vendor before you trust the number

• Is there a control? Raw visits from exposed people are a traffic count, not a result. Ask for exposed versus unexposed.
• What counts as a visit? A drawn store footprint and a radius around an address give very different answers.
• Households or devices? TV is watched by a household and stores are visited by people in it. Device-level matching misses most of the connection.
• Opt-in and aggregate? You should get cohorts back, never person-level records.
• Does the measurer also sell the media? A vendor grading inventory it sold you has a conflict worth pricing in. (Quorum sells no media. We do sell audiences, so when we measure one we sold, it is compared against unexposed households and you can check it with your own attribution.)

Questions

How do I measure whether my CTV ads drove store visits?

Send CTV impressions to a measurement partner by pointing your DSP's impression tracker at its pixel or sending impression logs. The exposed devices are resolved to households and checked against visits to your stores, then compared with unexposed households. Quorum does this deterministically across about 74.6 million opt-in U.S. households and reports results by publisher, creative, day-part and store.

Do I need clicks to attribute store visits to streaming ads?

No. CTV ads are almost never clicked. Attribution works from exposure: which households saw the ad, and whether those households later visited, compared with households that did not see it.

Which DSPs work with Quorum for CTV measurement?

Any DSP that can fire an impression tracker or export impression logs. MNTN has a built-in Quorum integration.

Can I ask Claude or ChatGPT about my CTV results?

Yes. Quorum runs an MCP server at mcp.quorum.live/mcp, so an AI assistant can query your campaign's store-visit results in plain English once your account token is connected.

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