A TV attribution model measures the impact of television advertising on key performance indicators (KPIs) like website visits or sales. It integrates data from TV ad airings with other sources, uses statistical modeling and control groups to analyze the relationship between TV ad exposure and KPI performance, and defines an attribution window for assessing this impact. Common models include first-order, last-order, linear, time-decay, and data-driven attribution. TV attribution helps advertisers understand the ROI of TV campaigns, optimize ad spend, and make strategic decisions about creative content and media placemen