Connected TV is growing up fast—and Perion wants to make sure it grows accountable, too.
Perion Network (NASDAQ, TASE: PERI) has launched Performance CTV, a new capability in its Perion One platform aimed at giving advertisers full-funnel, measurable results on premium streaming platforms. This means not just views and brand lift, but hard performance KPIs like conversions and Return on Ad Spend (ROAS)—metrics CTV has historically struggled to deliver.
The tool lets marketers activate data-driven campaigns across heavy-hitter services including Hulu, HBO Max, Disney+, NBC, Discovery+, and DirecTV. By layering AI-powered creative optimization and multi-touch attribution on top of premium inventory, Perion is effectively turning CTV into a hybrid of traditional brand storytelling and precision performance marketing.
From Awareness to ROI
CTV has long been treated as an awareness-first channel, a glossy front end of the funnel with no easy way to connect ad spend to sales. But the market is shifting fast—U.S. CTV ad spend is forecast to top $36 billion by 2026, with ad-supported streaming, addressable targeting, and demand for measurable outcomes driving a projected 15.6% CAGR from 2024–2028.
Advertisers are no longer satisfied with impressions alone. They want accountability, granular reporting, and the ability to optimize campaigns in-flight—features Perion is betting will help it capture budgets from performance-driven marketers seeking premium, high-value inventory.
Competitive Edge in a Crowded Stream
“Performance CTV is another breakthrough within the Perion One Platform, bringing the precision of performance marketing to Connected TV,” said Perion CEO Tal Jacobson. “By making CTV accountable for real, tangible outcomes beyond impressions, we are unlocking new addressable budgets.”
The Perion One strategy—announced earlier this year—unifies the company’s technologies into a single platform covering creative, targeting, analytics, and optimization. Performance CTV slots neatly into this vision, combining enhanced creative formats with real-time insights, granular attribution, and AI-driven tweaks to continuously improve results.
With major DSPs and retail media networks also eyeing performance-first CTV, Perion’s push may help it carve out a premium niche in a high-growth video segment.
