It’s Time For CTV To Fix Its Accuracy Problem

AdExchangerMarch 23, 2026AdExchanger Content StudioRead original

Last updated Mar 23, 2026 by RSS Ingestion

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When Truthset revealed that IP-to-postal matches are accurate only 13% of the time, it exposed an uncomfortable truth about connected TV advertising: The industry has been optimizing for the wrong metric. Somewhere along the way, we started equating scale with truth. Match rates became the scoreboard, and accuracy stopped being the goal. When Truthset Founder […] The post It’s Time For CTV To Fix Its Accuracy Problem appeared first on AdExchanger.