Maximizing Performance Through Complete Postback Integration

In CTV advertising, one of the most powerful yet underused levers for improving performance is data sharing. Specifically, sharing all postbacks through your MMP.  While postbacks are often thought of as just a tool for attribution, their real value lies in what they unlock: smarter targeting, better optimization, and more efficient spend.Here’s why sharing all postbacks isn’t just helpful — it’s foundational to making your CTV campaigns successful.

Smarter Targeting Starts with Better Signals
CTV campaigns rely heavily on signals like contextual data, time of day, device types, and IPs. But without postbacks confirming who actually converted, you are flying blind.
Enabling the sharing of all postbacks gives your CTV partner feedback on:

This allows for the training of models to find more of the right users, not just more reach.

Optimization Models Need Ground Truth
Every conversion signal you send back helps sharpen your targeting. Whether it’s a purchase, subscription, level completion, or install — these are all important learning events.
With full postback access, your CTV partner can:

The result: less waste, more performance. By sharing all postbacks tracked by your MMP,  you’re giving your CTV campaigns the the feedback they need and the data to find more winners.

This for all postbacks.