Shared Data Definitions Come First in CTV Campaign Measurement

Measurement for connected TV campaigns depends on agreed definitions of events before dashboards are built, since a technically accurate report can still answer the wrong question. The article argues that developers, media operators and sales teams should align on what each event means, where it originates and how it links to business outcomes. It separates the observed action, such as a button click, from business qualification, such as a valid lead, and recommends documenting triggers, sources, timestamps, owners and exclusions for each event. It also advises testing failure states like validation errors and page refreshes, and keeping media delivery records distinct from CRM progression, joining them only where evidence supports it. The illustrative schema is presented as a discussion aid rather than a production design, since available platform data varies.