Comment by jchrome

Not for attribution. It’s for exposure. If Pepsi buys $1M in ads on NBC, it only knows the DMA and time slot/programs it bought the ads on. It doesn’t know the households it bought the ads on. With ACR data, it will know that you were exposed. From there, they can do a few different things. Audience studies (like they reached 2000 households with a certain income etc). Or they can run attribution studies. A company called Data+Math looks at exposure of these kinds of ads, understands which households weren’t exposed (as a control) and gives statistically significance calculations on linear TV ads to understand lift of sales (one example).