Skip to main content

To download the Mastering CTV in 2023 ebook, click here.

New ebook equips mobile app marketers with a detailed look at the exploding CTV ecosystem with insights from industry leaders as Adjust expects to measure a billion-plus monthly CTV impressions this year

Adjust Publishes Definitive Guide To Mastering Connected TV In 2023

SAN FRANCISCO, Feb. 28, 2023 /PRNewswire/ -- With worldwide ad spend on connected TV (CTV) forecasted to reach $32.6 billion by 2026, mobile marketing analytics platform Adjust today released Mastering CTV in 2023: Predictions and Insights for Mobile App Marketers. The new ebook explores the world of CTV advertising – the potential and the pitfalls, how to measure success and advice from key industry players on the cutting edge of CTV. 

Last year, Adjust launched CTV AdVision, the first comprehensive CTV solution in the market solving for fragmentation in the industry and opaqueness in measurement, growing from zero to a quarter of a billion CTV impressions measured per month on average in 2022. By the end of 2023, the company expects to be measuring more than a billion monthly CTV impressions for its clients.

As CTV adoption steamrolls ahead, measurement capabilities grow
Adjust foresees continued mass adoption of CTV. Today, 93% of U.S. internet users are reachable via CTV and by the end of 2023, eMarketer predicts that non-pay TV households, made up of cord-cutters and cord-nevers, will surpass pay TV households. As such, CTV technology and CTV advertising are becoming increasingly essential for app marketers.

CTV ads have the power to drive potential users from the upper (awareness) to the lower funnel (action), where they will convert via the down-funnel channels.

"With the average marketer running campaigns on 14 different platforms, it's vital to understand which platforms are bringing in the most valuable users and gain full visibility on the impact of CTV ads on other channels," said Gijsbert Pols, Ph.D., Director of Connected TV & New Channels at Adjust. "Currently, up to a quarter of the installs generated from channels such as search and social are assisted by CTV campaigns, and this growth is incremental."

Mastering CTV in 2023 explores:

  • Why CTV is a must. Trends reveal that a growing number of app users can be reached via CTV, making the channel ripe for user acquisition. Additionally, advertising on the big screen means catching people's attention when they are more relaxed, more receptive, and, therefore, more open to learning about a mobile app.
  • Comprehensive CTV measurement. In the age of dual screening, where users watch TV while using their mobile devices, advertisers have been eager to determine the correlation between CTV ads and mobile conversions. App marketers now can with Adjust CTV AdVision.
  • Real-world case studies. CTV advertising proved promising for video game developer Magic Tavern, which topped the most downloaded game list in 142 countries. As a result of analyzing specific campaigns, partners, and even ad placements, Magic Tavern decreased effective cost-per-install (eCPI) by more than 65% and increased D0 return on ad spend (ROAS) by 4X.

The ebook also features predictions and practical advice from Adjust's CTV partners, including Vibe, tvScientific and Wurl, on how mobile app marketers can succeed in CTV.

"To evolve past the last click, marketers must take a sophisticated, data-driven approach," notes Jason Fairchild, Co-founder and CEO of tvScientific. "The insights made possible through incrementality measurement provide a data-driven way to identify the discreet contribution of any given marketing channel, including CTV. It's a way to gain a deeper understanding of how CTV advertisements resonate with their targeted viewers, and to understand the impact of those ads in terms of driving specific, measurable outcomes."

Adjust's CTV AdVision is the first comprehensive CTV measurement solution on the market. Marketers can accurately determine the exact impact of their CTV campaigns on mobile app installs and post-install events and holistically monitor how CTV drives conversion for their other marketing channels at a glance to optimize results quickly. Learn more at

To download the Mastering CTV in 2023 ebook, click here.

About Adjust
Adjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world, with solutions for measuring and optimizing campaigns and protecting user data. Adjust powers thousands of apps with built-in intelligence and automation, backed by responsive global customer support.

Adjust is a subsidiary of AppLovin (Nasdaq: APP), the leading growth platform for developers. Learn more about Adjust at

TOP Pageant News Now

Kenza Ameloot was crowned Miss Belgium 2024 for Miss Universe @ Mexico

The Miss Belgium 2024 Pageant is Streaming LIVE on Eclipse TV or on Sudinfo, Check Results Including Top 15

Winnipesaukee’s Teen, Kylie Laroche is crowned Miss New Hampshire's Teen 2024

Miss New Hampshire’s Teen 2024 Prelims Today on February 17th at 2pm and 7pm: Final on Feb 18th with 26 Contestants: Check Results

Alethea Ambrosio was crowned The Miss Philippines 2023, Now Appointed Miss Supranational Philippines 2024

Streaming Now Appointment of 2024 Miss Supranational Philippines, Miss Asia-Pacific Philippines, Miss Eco International Philippines, Miss Eco Teen Philippines, and Miss Aura Philippines Queens

The Top 16 Finalists Miss World Nicaragua 2024 Announced on February 17th

Joanna Johnson is crowned Miss Supranational United Kingdom 2024

Check Results and LIVE Streaming Miss Supranational United Kingdom 2024 from The Venue@DMU Leicester

The 26 Contestants Announced at CNB Ecuador 2024 for The 73RD Miss Universe Pageant in Mexico

Aleksandra Modic was crowned Miss World Germany 2024: Journey to Miss World @ India February 18th to March 9th

TV host Audrey Vanessa working hard to bring Miss World Crown for Indonesia

Leoné Renate van Jaarsveld departs India today on February 16th, 2024

Miss Brazil World 2024 @ CNB Brasil: New Dates are May 26-30, Coronation on May 29th

Klara Filizzola was crowned Miss Amazon World 2024

Miss World Cayman Islands 2022, Leanni Tibbetts will represents at Miss World in 2024

Ambar Zenteno was CROWNED Miss World Chile 2022, Now for Miss World in 2024 at India

Miss World China, Arabella Xu aka Kexin Xu will compete at Miss World in 2024, February 18th to March 9th

Miss World Cambodia, Srey Pich Teng Ready for Miss World @ India

Miss World Trinidad and Tobago, Aché Abrahams departs to India on February 16th

Miss World Cameroun, Julia Edima Heading to India on  February 17th from Yaoundé Nsimalen International Airport, Cameroon

Lethbridge Woman, Miss World Canada Jaime VandenBerg Ready for Miss World Stage India on March 9, 2024

Miss World Bangladesh, Shammi Nila in Miss World 2024 Competition Mode

New Miss World Bulgaria 2023, Ivana Subeva Now Going India for Miss World Crown

Leticia Frota to compete for Brazil at the Jio World Convention Centre, The Miss World Stage

Kristen Wright Brings Australian Flag at The 11th Miss World Happening in India

The 11th Miss World Crown Journey of Lesego Chombo, Miss World Botswana: India Experience

Anđela Gajić Shining Bosnia & Herzegovina at The 11th Miss World in India

Miss World Bolivia Fernanda Rivero Ready To Compete at The 11th Miss World in India

Elise-Gayonne Vernon Miss World Belize Now India Bound to the 11 Miss World

Florinda José Miss World Angola now competing Miss World 2023 in India

Meet Elona Ndrecaj, Miss World Albania 2023, Check India Journey to Crown

The 71ST Miss World Updates Till February 9, 2024 Press Conference at New Delhi, India