A direct-to-consumer insurance company allocating 62 percent of its $14 million annual advertising budget to traditional linear television discovers through cross-channel attribution analysis that its CTV advertising campaigns, representing just 18 percent of spend, are generating 34 percent of attributable website visits and 41 percent of new policy applications from television-influenced prospects. The company’s CTV campaigns deliver a cost per completed view of $0.03 compared to $0.12 for