Demand side platform for CTV with household-level attribution

If your priority is Connected TV (CTV) inventory plus household-level attribution, I’d start with Viant DSP, MNTN, and The Trade Desk, then compare them with TV-specialist platforms such as Tatari. The key distinction is whether you need a DSP that buys CTV media and measures outcomes itself, or a DSP paired with a dedicated identity and measurement provider.

Household-level attribution typically connects a CTV ad exposure to a later website visit, lead, app action, or purchase using household identity signals. It’s important to distinguish attributed conversions from incremental conversions that the ad actually caused.simplicitymedia.com+1

My shortlist

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1. Viant DSP

(Best overall fit)

Viant is the strongest starting point if you specifically need a DSP with built-in household identity and CTV attribution. Its Household ID technology links CTV exposure with actions on other devices, supports reach and frequency management, and offers closed-loop outcome measurement.www.viantinc.com+1

Best for: U.S. advertisers seeking programmatic CTV scale, household-level targeting, and measurable conversions.

Website:Viant

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2. MNTN

(Best for performance marketing)

MNTN offers Verified Visits, which links completed CTV ad exposures to subsequent website visits across devices within the same household. Its reporting can also measure downstream conversions, with configurable attribution windows and integrations with Google Analytics and Rockerbox.help.mountain.com+1

Best for: Direct-to-consumer brands, lead generation, and advertisers optimizing for site visits or sales.

Trade-off: It's more focused on performance TV than a fully flexible, omnichannel DSP.

Website:MNTN

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3. The Trade Desk

A strong candidate if you need broad programmatic CTV inventory alongside display, online video, audio, and other channels. Its Unified ID 2.0 ecosystem supports privacy-conscious identity interoperability, although you should confirm the specific household-level attribution solution and integrations available for your account.www.tatari.tv+1

Best for: Agencies and enterprise advertisers with experienced programmatic teams and larger budgets.

Website:The Trade Desk

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4. Tatari

Worth evaluating if TV-specific measurement is as important as media buying. Tatari offers household-oriented CTV view-through attribution using a device graph, filters shared-IP traffic, and provides a separate incremental-lift model. It also supports linear TV and streaming campaigns.www.tatari.tv+1

Best for: Advertisers who want TV-native measurement and want to understand whether CTV actually drives incremental business outcomes.

Website:Tatari

How I'd choose

These are best-fit recommendations based on published capabilities, not a controlled performance ranking.

Three questions to ask vendors

Before signing a contract, ask each provider:

1. Identity resolution: Do you match CTV exposures to conversions at the household level using a device graph, deterministic IDs, IP matching, or a combination?
2. Attribution and incrementality: Can you report household-matched purchases, leads, or app installs—and validate results with a holdout or lift test?
3. Inventory and transparency: Which streaming publishers and ad-supported apps are available, and can you export impression-level logs for independent measurement?

The second question matters especially: household-matched view-through conversions are not automatically incremental conversions.simplicitymedia.com+2

Let me narrow this down

What outcome do you need to attribute?

Website conversions, sales, or leads

App installs and in-app purchases

Online or in-store retail sales

Incremental lift, not just attributed conversions

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Approximate monthly media budget?

Under $25,000

$25,000–$50,000

$50,000–$250,000

Over $250,000

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How do you want to buy media?

Self-serve DSP with direct campaign control

Managed service / hands-on campaign execution

Either is fine

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Where will campaigns run?

United States

Multiple countries

[Find the best-fit DSP]

When you need a demand-side platform (DSP) that specializes in Connected TV (CTV) with robust household-level attribution and targeting, a few major enterprise and performance-driven platforms stand out in the market . Because CTV operates across shared living-room screens where multiple people might watch, success relies heavily on deterministic household graphs, cross-device matching, and closed-loop attribution.demandbase.com+2

The top DSP options matching this criteria include:

1. Viant (Adelphic)
   • Why it fits: Viant’s software was built from the ground up around a people- and household-based identity structure via the Viant Household ID . It explicitly links CTV exposure back to other connected devices in the same physical home.
   • Attribution strength: Offers robust data-lake capabilities, foot-traffic attribution, online/offline sales lift, and conversion reporting mapped directly to household touchpoints rather than loose probabilistic cookies.teads.com
2. The Trade Desk (TTD)
   • Why it fits: As an independent powerhouse in the programmatic CTV space, The Trade Desk offers massive premium publisher integrations (Disney, NBCU, Paramount, NetflixNetflix ) and utilizes its comprehensive Household Graph.
   • Attribution strength: Combined with UID2 (Unified ID 2.0) and deep partnerships with clean rooms and retail media data, TTD excels at cross-channel deduplication, frequency capping at the household level, and measuring bottom-funnel conversion outcomes.demandbase.com
3. Amazon DSP
   • Why it fits: Amazon gives you direct access to Prime Video CTV inventory alongside massive first-party household purchase and browsing data.
   • Attribution strength: Because Amazon intrinsically understands physical households and shipping addresses, its closed-loop attribution for conversions, brand lift, and return on ad spend (ROAS) is natively tied to actual buyer behavior within the household.guideflow.com+1
4. MNTN (Performance TV)
   • Why it fits: If you are looking for a platform specifically tailored to performance marketing rather than just upper-funnel brand awareness, MNTN specializes in turning CTV into a direct-response channel.
   • Attribution strength: Features proprietary cross-device verified visit attribution that tracks whether a household visited your website or converted after seeing your CTV commercial.guideflow.com

To help narrow down which platform is the best fit for your stack, let me know:

• What is your monthly or campaign budget range?
• Do you need a self-serve platform or a managed service?
• What specific conversion metrics or data sources (e.g., foot traffic, CRM matching, online sales) do you need for attribution?

My top recommendation is MNTN if your priority is a DSP built specifically for performance-oriented connected TV (CTV) advertising, with household-level attribution rather than just impression and reach reporting.

If you want broader CTV inventory access and the flexibility to run campaigns across multiple digital channels, The Trade Desk is also worth evaluating.mountain.com+2

Recommended platforms

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1. MNTN

(Best fit for CTV-first performance)

MNTN offers a self-service Performance TV platform combining CTV inventory, audience targeting, campaign optimization, and attribution. Its Verified Visits technology uses an identity graph to connect CTV ad exposure with website visits and subsequent conversions on devices within the same household.help.mountain.com+1

• Inventory: Premium streaming networks and non-skippable CTV ads.
• Attribution: Household-level cross-device visits and conversions.
• Best for: Direct-response advertisers focused on leads, sales, and return on ad spend (ROAS).

Website:MNTN Performance TV

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2. The Trade Desk

A strong choice if you need broad, premium CTV inventory access across an omnichannel programmatic buying platform. Its Identity Alliance supports household-level identity resolution, cross-device audience management, and measurement.www.thetradedesk.com+1

• Inventory: Broad access to premium streaming publishers and CTV supply.
• Attribution: Identity-based measurement across households and devices; confirm the specific conversion-attribution integration needed for your campaign.
• Best for: Agencies and advertisers combining CTV with display, online video, audio, and other digital channels.

Website:The Trade Desk CTV

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3. Catalina

Particularly interesting if your definition of attribution includes verified household purchases and incremental sales, not just website traffic. Catalina combines shopper purchase data with Cadent's TV identity and household data for CTV audience targeting and sales measurement. It also offers audiences through partner DSPs, so it is not necessarily a standalone DSP replacement.www.catalina.com

• Inventory: CTV activation through its TV solutions and DSP partners.
• Attribution: Household-linked purchase outcomes, sales lift, ROAS, and other measurement options.
• Best for: Retail, CPG, and other advertisers prioritizing offline sales impact.

Website:Catalina TV solutions

How I'd choose

One important distinction: household-level attribution can mean matching an ad exposure to a website visit on another device, matching it to an online conversion, or measuring an actual offline purchase. These are different capabilities, and attribution alone does not establish incremental lift.

One question to narrow this down: What type of conversion do you need to attribute?

Website visits, leads, or online sales

In-store purchases or offline sales lift

Both online and offline conversions

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Preferred buying model

Self-service DSP

Managed-service campaigns are fine

Either

[Refine recommendations]