Working with a managed CTV partner is different from self-serve platforms or traditional agency relationships. Here’s what to expect. And what to demand.
What Managed Service Includes
Core Services
At minimum, a managed CTV partner should provide:
Service Levels
Option A
Option B
Basic Managed
Campaign setup and management. Standard reporting. Monthly check-ins. Reactive optimization. Best for smaller budgets and straightforward campaigns.
Full-Service Partnership
Strategic planning. Creative guidance. Advanced attribution. Weekly/bi-weekly reviews. Proactive optimization. Search integration. Best for significant budgets and growth objectives.
Enterprise Service: Dedicated team, custom attribution, advanced analytics, integration with internal systems, executive reporting. For major market dominance and complex requirements.
Onboarding Process
Week 1-2: Discovery
- Market analysis
- Competitive review
- Goal setting
- Audience strategy
Week 2-3: Setup
- Tracking implementation
- Creative review/production
- Targeting configuration
- Campaign build
Week 3-4: Launch
- Campaign activation
- Initial monitoring
- Early optimization
- Baseline establishment
Ongoing
- Regular reporting
- Continuous optimization
- Strategy evolution
- Performance reviews
Reporting Expectations
What Good Reports Include
Performance metrics:
- Impressions delivered
- Completion rates
- Verified visits
- Conversion attribution
- Cost per lead
- Cost per case (if integrated)
Trend analysis:
- Week-over-week comparison
- Month-over-month trends
- Benchmark comparison
- Seasonal patterns
Insights:
- What’s working
- What needs attention
- Recommended actions
- Strategic observations
Clear visualization:
- Easy to understand
- Key metrics highlighted
- Actionable format
Report Frequency
| Budget Level | Minimum Frequency |
|---|---|
| Under $25K/month | Monthly |
| $25-50K/month | Bi-weekly |
| $50K+/month | Weekly |
Communication Expectations
Regular Meetings
| Budget Level | Meeting Cadence |
|---|---|
| Under $25K/month | Monthly |
| $25-50K/month | Bi-weekly |
| $50K+/month | Weekly |
Meeting Content
Good meetings include:
- Performance review
- Optimization updates
- Strategic discussion
- Next period planning
- Issue resolution
Not just: Reading the report you could read yourself
Responsiveness
Expect:
- Same-day acknowledgment of questions
- 24-48 hour resolution for non-urgent issues
- Immediate response for urgent issues
- Proactive communication on problems
Attribution and Measurement
Required Capabilities
- Verified visit tracking
- Call tracking integration
- Conversion attribution
- Multi-touch visibility
CTV accounted for 38% of impressions but 63% of conversions. You need attribution to see this.
What to Ask
- “How do you track verified visits?”
- “Can you integrate with our call tracking?”
- “What attribution model do you use?”
- “How do you connect CTV to downstream conversions?”
Search Integration
CTV Without Search = Leakage
75% of viewers search after seeing TV ads. Your partner should address this.
Integration Options
Ideal: Partner manages both CTV and search Acceptable: Partner coordinates with your search agency Problematic: No search consideration at all
Ask: “How do you handle branded search protection?”
Fee Structures
Common Models
Percentage of spend:
- 10-20% of media spend
- Aligns incentives with your spending
- Common for mid-size engagements
Flat fee:
- Fixed monthly management fee
- Predictable costs
- Common for larger, stable programs
Hybrid:
- Base fee + percentage
- Balance of predictability and alignment
- Common for full-service arrangements
What’s Included vs. Extra
| Service | Typically Included | Often Extra |
|---|---|---|
| Campaign management | ✓ | |
| Standard reporting | ✓ | |
| Basic optimization | ✓ | |
| Creative strategy | Sometimes | Sometimes |
| Creative production | ✓ | |
| Advanced analytics | Sometimes | |
| Custom attribution | ✓ |
Clarify upfront what’s in-scope.
Red Flags
Questions That Reveal Quality
- “Can I see sample reporting?”
- “How do you handle underperformance?”
- “What’s your approach to search coordination?”
- “Can I speak with similar clients as references?”
- “What’s your cancellation process?”
Performance Benchmarks
ROAS improves 24% after 90 days. Give campaigns time before judging. Killing a campaign at day 30 often kills what would have been your best performer by day 90.
Performance Improvement
Expect:
- Month-over-month optimization
- Learning curve in first 60 days
- Stabilization by month 3
- Continued refinement ongoing
The Right Questions to Ask
Before signing:
- What specific services are included?
- How is performance measured?
- What’s the reporting cadence?
- How do you handle search integration?
- What’s your experience with law firms?
- Can you provide references?
Ongoing:
- What optimizations did you make this period?
- What’s working and what isn’t?
- What should we test next?
- How does this compare to benchmarks?
For choosing between self-serve and managed, see Self-Serve CTV vs Managed.
References
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
- MNTN Research. (2025). Second screen use by TV viewers. https://research.mountain.com/insights/an-exploration-of-second-screen-use-by-tv-viewers/
- MNTN Research. (2023). Increased investment in CTV leads to better performance. https://research.mountain.com/trends/data-reveals-increased-investment-in-ctv-leads-to-better-performance/