Tackling CTV Advertising Identity, Measurement, and Frequency in a Closed-Loop Ecosystem for Campaign Optimization

This IDC Perspective explores the transformation of connected TV (CTV) advertising into a closed-loop, performance-driven ecosystem, as showcased at CES 2026. Industry leaders have operationalized identity interoperability, real-time measurement, and frequency governance through authenticated identity graphs, privacy-safe clean rooms, and AI-powered optimization. Key partnerships such as Amazon DSP and Roku demonstrate deterministic reach and outcome-based attribution, while retail media networks (RMNs) inject commerce intent and purchase data to enhance targeting and campaign efficiency. The result is a unified framework where ad exposure is directly linked to business outcomes, enabling advertisers to optimize for ROAS, conversion lift, and frequency efficiency. The document concludes with actionable guidance for stakeholders to invest in interoperable identity solutions, shift KPIs to outcome metrics, and leverage closed-loop feedback for rapid campaign improvement."In the new era of CTV, the real breakthrough isn't more screens, it's the seamless fusion of authenticated identity, privacy-safe data collaboration, and real-time outcome optimization," stated Alex Holtz, research director, Worldwide Media and Entertainment Digital Strategies at IDC. "The winners will be those who can connect every impression to a measurable result, transforming CTV from a reach-driven channel into a closed-loop engine for accountable performance. The question is no longer who can deliver ads, but who can prove they drive business outcomes at scale."