Fospha and Universal Ads partner to bring performance measurement to premium CTV

The measurement gap in premium video

Connected TV has long been the preserve of brand budgets - and for good reason. Without the right measurement infrastructure, it's been almost impossible to prove CTV's contribution to revenue in a way that satisfies a performance-focused team. Last-click attribution systematically misses upper-funnel channels, and CTV is perhaps the most dramatic example of that gap.

The result: a channel reaching over 90% of US households and driving 3 billion hours of content watched monthly remains chronically undervalued in most advertisers' measurement frameworks.

Why Universal Ads, and why now?

Universal Ads is a self-service ads manager supporting a coalition of premium TV publishers - including NBCUniversal, Fox, Roku, Warner Bros. Discovery, A&E, AMC Networks, DirecTV and more - built to democratise access to CTV advertising, making it as easy to buy as YouTube or social. All inventory is premium, brand-safe content - no UGC, no unlicensed video - across 210 million viewers in the US alone.

As CTV becomes increasingly accessible to performance-focused ecommerce brands, the measurement gap becomes more acute. Brands need to know what's actually working across their full funnel, not just what last click tells them.

What this partnership is built to do

Fospha's Marketing Mix Model is designed to capture cross-channel, upper-funnel impact - the kind of contribution that platform-native attribution consistently fails to surface. As CTV scales as a performance channel, having the right measurement infrastructure in place from the start is critical.

Together, Fospha and Universal Ads are building the evidence base: helping brands understand what CTV is actually contributing to growth, and iterating on that over time. The goal is to give performance marketers the independent, cross-channel view they need to justify CTV investment on performance terms.

‍

"CTV is one of the most significant untapped opportunities for ecommerce brands right now - but only if you can measure it properly. Our partnership with Universal Ads is about building the rigour to prove CTV's role in the mix, so brands can invest with confidence and scale what's genuinely working."                   - Sam Carter, CEO, Fospha

‍

This is what good measurement unlocks: a channel that's long been reserved for big brand budgets, now accessible on performance terms too.

‍

Book a demo with Fospha to see how we measure CTV alongside every other channel in your mix.