Success in the digital advertising sector is not solely determined by captivating creatives and precise audience targeting. The key player in this game is conversion tracking, a crucial component in connected TV marketing (CTV) and programmatic advertising. It plays an instrumental role in decoding campaign performance and deriving strategic insights. Understanding the Complex Consumer Journey in CTV Marketing The consumer journey in the CTV marketing space is no longer linear. It has transformed into a complex, often cyclical path. Consumers seamlessly transition through stages, compelling advertisers to keep up with emerging channels, diverse platforms, and a multitude of screens. This…