Campaign observation:
You launch a CTV campaign strong. Week 1 looks fine. By week 2, reach flattens, frequency climbs, and performance stops improving — even though supply is still there.

Why this happens:
A lot of CTV targeting still depends on IP‑based household matching. Recent Digiday reporting highlights that these matches are often wrong, because they rely on multiple linkages before an ad ever serves. Each step introduces error, which shows up later as duplicated exposure and limited reach. [marketing-now.co.uk]

Trigger moment to adjust strategy:

• Reach growth slows after early delivery
• Frequency spikes unevenly across geos
• Performance plateaus despite stable bids and creative

 What actually improves when you change approach:

• Reach expands because you’re not constrained to “matched” households
• Frequency stabilizes instead of concentrating on the same devices
• Geo delivery evens out and pacing becomes predictable

Why your DSP can’t fix this alone:
DSPs optimize within the identity data they receive. They don’t control how IPs are assigned, shared, or rotated upstream — so once identity breaks, optimization just reinforces the problem.

When identity stops behaving like identity, it’s a signal problem — not a bidding problem.