Advanced CTV measurement, now live for Universal Ads

Universal Ads advanced CTV measurement

Singular is partnering with Universal Ads to bring their App Promotion product into Advanced CTV Measurement directly. No new SDK to deploy and no parallel source of truth to reconcile. Universal Ads joins Singular’s ecosystem of 10,000+ technology and media partners, available to every advertiser running on the platform.

Advanced CTV Measurement is Singular’s measurement layer for connected TV. It’s part of our comprehensive Omnichannel Attribution, handling CTV alongside mobile, web, and PC/console in the same omni-channel framework.

What the integration delivers

Universal Ads opens up premium TV inventory across the networks app audiences are watching most, with the buying controls performance marketers expect.

Streaming now captures a larger share of US TV viewing than broadcast and cable combined. Universal Ads gives growth teams a direct route into that inventory at performance-channel pricing.

Singular’s Advanced CTV Measurement attributes installs from those campaigns using the same cross-platform attribution engine that already handles your mobile, web, and PC/console activity.

CTV is not a separate surface or a bolt-on. It is part of how Singular measures growth, period.

App marketers have long relied on measurement partners like Singular as their trusted source of truth for performance. With Universal Ads, we’re extending that same trusted, independent measurement to premium TV, combining high-quality inventory, transparent pricing with no added markups, and a buying experience designed to feel as easy and accessible as social. The result is a scalable way for advertisers to drive and validate app growth on the biggest screen in the home, without changing how they measure success.

Martha Ann Pavoni

VP of Product & Measurement, Universal Ads

How you get started

Setup is built to drop into workflows your team already runs:

• Create a CTV-to-Mobile tracking link in Singular.
• Append it to your App Promotion campaign in Universal Ads.
• Installs flow into Singular and surface inside the same reports your team already uses.

What data you can see

• Installs attributed in Singular by Advanced CTV Measurement, using your existing attribution windows
• Universal Ads as a reportable source inside your Singular account, available alongside every other channel you run
• Delivery metrics like impressions, creative data, campaign data, and installs inside the Singular dashboard

The infrastructure your team already trusts handles Universal Ads natively. Nothing new to install, nothing new to maintain.

Every Universal Ads install that Singular attributes gets the same treatment as installs from every other source. Fraud prevention runs before installs land in your reports, and CTV-driven install behavior is organized into cohorts the same way the rest of your acquisition data is, so you can analyze it using the same logic your team already uses for Meta, Google, or any other channel.

Why this matters for growth teams

Premium inventory in a performance workflow. Universal Ads gives growth teams a direct path to premium TV at performance-channel pricing, without markups. Singular handles install attribution, so a TV test sits in the same plane as the rest of your acquisition spend.

A cleaner path to scaling what works. Universal Ads installs land in Singular against the same user-level attribution stack as your other channels. You can see install volume from TV next to install volume from everything else, in one view, and make a real comparison.

What’s next

This is the first phase. The shared goal is straightforward: keep expanding what app marketers can do with premium TV without ever leaving the measurement stack they already run on.

Already a Singular customer? Talk to your CSM to enable Advanced CTV Measurement for Universal Ads on your account.

Not a Singular customer yet? Book a demo

FAQs

How does CTV attribution work alongside my mobile and web channels?

Universal Ads installs are attributed by the same cross-platform attribution engine that handles every other channel in your account, using your existing attribution windows. Fraud prevention runs before installs land in your reports, and CTV-driven installs are organized into cohorts using the same logic as the rest of your acquisition data. That means you can compare install volume from Universal Ads against Meta, Google, or any other source in one view, on a like-for-like basis.

What metrics and data are available at launch?

At launch, you’ll see installs attributed by Advanced CTV Measurement, delivery metrics (impressions, creative data, campaign data), and Universal Ads as a reportable source alongside every other channel in your Singular dashboard. Cost data, creative performance, and install behavior all surface in the same reports, dashboards, and ETL pipelines your team already uses. No new UI to learn.

Do I need a new SDK or any additional implementation to measure Universal Ads campaigns?

No. Advanced CTV Measurement uses the same Singular SDK and attribution engine you’ve already deployed for mobile, web, and PC/console. To activate Universal Ads, create a CTV-to-Mobile tracking link in Singular, append it to your App Promotion campaign in Universal Ads, and installs flow into your existing reports. There’s no parallel pipeline to maintain and no second source of truth to reconcile.

I’m already a Singular customer. How do I turn this on?

Talk to your CSM to enable Advanced CTV Measurement for Universal Ads on your account. Once activated, you can generate the CTV-to-Mobile tracking link directly in Singular and attach it to your Universal Ads campaign. If you’re not yet a Singular customer, book a demo to see how Advanced CTV Measurement fits into the broader omni-channel attribution stack.