{"id":4918,"date":"2026-02-05T10:02:33","date_gmt":"2026-02-05T15:02:33","guid":{"rendered":"https:\/\/www.openx.com\/?post_type=news&#038;p=4918"},"modified":"2026-02-06T10:06:30","modified_gmt":"2026-02-06T15:06:30","slug":"4-ad-tech-leaders-on-how-ai-is-improving-ctv-measurement-attribution","status":"publish","type":"news","link":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/news\/4-ad-tech-leaders-on-how-ai-is-improving-ctv-measurement-attribution\/","title":{"rendered":"4 Ad Tech Leaders on How AI is Improving CTV Measurement &amp; Attribution"},"content":{"rendered":"\n<p>\u201cThe real challenge SSPs are solving is consistent access to quality signals \u2014 what those signals are, and which ones matter most, often vary by platform \u2014 and then reconciling them into insights that are actually usable and actionable. While more signals are available than ever, transparency alone doesn\u2019t tell advertisers which signals matter or how they should be interpreted. This is where AI can help \u2014 cutting through the noise of existing, transparent data to surface the signals that translate into meaningful, quality outcomes.&#8221; \u2014 Erika Loberg, Global Head of CTV, OpenX<br><\/p>\n\n\n\n<p><a href=\"https:\/\/futureweek.com\/how-is-ai-improving-ctv-measurement-attribution\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read the full article here<\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"author":18,"featured_media":4267,"template":"","meta":{"_acf_changed":false},"categories":[],"tags":[],"class_list":["post-4918","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 Ad Tech Leaders on How AI is Improving CTV Measurement &amp; Attribution | OpenX<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/news\/4-ad-tech-leaders-on-how-ai-is-improving-ctv-measurement-attribution\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Ad Tech Leaders on How AI is Improving CTV Measurement &amp; Attribution\" \/>\n<meta property=\"og:description\" content=\"\u201cThe real challenge SSPs are solving is consistent access to quality signals \u2014 what those signals are, and which ones matter most, often vary by platform \u2014 and then reconciling them into insights that are actually usable and actionable. While more signals are available than ever, transparency alone doesn\u2019t tell advertisers which signals matter or [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/news\/4-ad-tech-leaders-on-how-ai-is-improving-ctv-measurement-attribution\/\" \/>\n<meta property=\"og:site_name\" content=\"OpenX\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OpenX\/\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-06T15:06:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/corp-www.prod.gcp.openx.org\/wp-content\/uploads\/2025\/07\/logo-futureweek.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@OpenX\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/news\\\/4-ad-tech-leaders-on-how-ai-is-improving-ctv-measurement-attribution\\\/\",\"url\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/news\\\/4-ad-tech-leaders-on-how-ai-is-improving-ctv-measurement-attribution\\\/\",\"name\":\"4 Ad Tech Leaders on How AI is Improving CTV Measurement &amp; 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