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

Publisher IDC
Published Feb 09, 2026
Length 18 Pages
SKU # IDC20878032

Description

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."

Table of Contents

18 Pages

Executive snapshot

Key takeaways

Recommended actions

Situation overview

Advertising framework for CTV ecosystem

Closed-loop workflows and ecosystem collaboration

Identity and audience data enrichment

Audience insights and segmentation

Closed-loop measurement and ROAS optimization

Impact on CTR and ROAS

How RMNs improve frequency control

How RMNs improve CTR and support real-time bidding

CTV + RMN closed-loop playbook explained

RMNs enable closed-loop attribution

Sample use cases

Data flow across Omni, driving optimization leveraging Amazon Ads/DSP/AMC, Roku, iSpot, and Acxiom

Tackling CTV advertising in a closed-loop ecosystem with LiveRamp RampID

How AI impacts and influences CTV closed-loop advertising performance

Bottom line

Conclusion

Advice for the technology buyer

Advice for stakeholders

For media companies (publishers and platforms)

For advertisers (brands and agencies)

For technology buyers (ad tech and DSPs)

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