Most app advertisers are scaling CTV cautiously. Not because the channel doesn't work, but because they can't read it the way they read mobile.

72 million CTV-driven app installs were measured in Q1 2026 alone. Yet budgets haven't caught up. The gap between CTV's reach and the confidence to scale it comes down to one thing: measurement infrastructure that was built for mobile clicks, not TV impressions.

This playbook, co-authored by Moloco and AppsFlyer, lays out the framework for closing that gap. From MMP configuration to incrementality testing to reading results like a performance channel, it's built for the teams running both mobile UA and CTV who need them talking to each other.

What's inside:
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• Why last-touch attribution systematically misvalues CTV 
• The four incrementality methodologies and how to choose the right one based on your campaign 
• What good CTV results actually look like 
• A pre-launch MMP configuration checklist
• Performance benchmarks from real campaigns
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"To fully understand CTV performance, it must be measured alongside other channels using the same metrics. This allows for meaningful comparisons — for example, between CTV and mobile campaigns — while also recognizing CTV's indirect impact through assists and contributions beyond last-touch attribution."
- Alex Yip, Director of Product Strategy, AppsFlyer