Developing
The guide is undated (PDF metadata says February 26, 2026) and gives no baselines, control groups or sample sizes.
In 60 seconds
- When an install journey includes both CTV and search, CTV comes first 96% of the time; for CTV and social the figure is 94%.
- Users served CTV show more post-install activity: 14% more QSR purchases and 9% more streaming videos watched, among other categories.
- CTV-attributed conversions grew 10% between Q2 2024 and Q2 2025 in Kochava's global dataset.
- Conversion rates by exposure frequency peak near 0.23% at eight exposures; all chart values are below 0.25%.
Impact Layer
- What changed
- A mobile measurement vendor is promoting CTV as the first touch in cross-channel install paths.
- Why it matters
- Order-of-touch figures influence budget between CTV and search, so how they were measured matters.
- Who is affected
- App marketers, CTV buyers and attribution teams.
- Martech stack area
- Analytics, Advertising
- Stack impact
- Ask for the share of installs with both touches, the match rates for cross-screen attribution and control groups before relying on sequence claims.
- Business impact
- Low Vendor material relayed by PPC Land, which lists inconsistencies: a 9% figure that matches only one row, conflicting lookback windows and a CTV budget share of 7.4% versus IAB Europe's 28%. Kochava settled an FTC location-data case in May 2026.
- Related technologies
- What to watch
- A published methodology and independent CTV incrementality studies.
On October 20, 2026 Kochava emailed PPC Land a note promoting its “CTV Growth Guide 2026: From Reach to Results”, a 26-page document co-branded with Jampp, YouAppi and Affle. The guide has no publication date; its PDF metadata shows creation on February 26, 2026.
Key claims
- When an app install journey includes both CTV and search, CTV comes first 96% of the time; for CTV and social, 94%.
- Users served CTV show more post-install activity than mobile-only users: 14% more QSR purchases, 9% more streaming videos watched, 4% more finance transactions, 3% more banking signups and 3% more CPG purchases.
- CTV-attributed conversions grew 10% between Q2 2024 and Q2 2025.
- Conversion rates by exposure frequency peak near 0.23% at eight exposures.
Gaps and inconsistencies
- No baselines, control groups, sample sizes, time periods or IP match rates.
- The key findings page cites a 9% transaction lift, but the category table shows 4% for finance.
- Lookback windows are suggested as 3-7 days in one place and 72 hours or 24 hours in another.
- It cites 7.4% of budgets going to CTV, while IAB Europe reported 28% for 2025.
Our read
Sequence statistics depend on how many installs touch both channels. Ask for that number first.
Sources
- PPC Land: Kochava says CTV comes before search in 96% of installs that touch both (opens in a new tab)
Source for the guide's claims, inconsistencies and gaps.