Invoca Expands Its Programmatic and CTV Ecosystem. Here's What That Means for Brands and Their Agencies.

Programmatic and CTV budgets continue to climb. Analysts project that programmatic spend will increase by 17% in 2026 and CTV will grow by 14%. 

The CTV landscape is evolving fast. Self-serve platforms like Vibe.co are lowering the barriers that once kept small and mid-market brands out of premium streaming, allowing them to buy CTV without the minimum-spend commitments that traditional TV deals require. 

That shift caught the attention of retail media's biggest player, Walmart. In August 2026, it completed its acquisition of Vibe.co, making streaming TV advertising easier for brands of all sizes to buy, run, and measure. 

CTV Measurement Remains a Challenge

Ad channels aren’t standing still, and neither can your measurement strategy. This rapid pace of change makes future-proofing your attribution even more urgent. However, many advertisers don't have the right systems in place to measure campaign performance. While most have online conversions dialed in, they have a blind spot with leads and conversions that happen on the phone.

In healthcare, financial services, home services, insurance, automotive, and other high-consideration categories, a phone call is often the highest-intent moment in the entire buyer journey. A consumer sees a CTV ad, gets served a display or audio impression days later, and finally picks up the phone to book, buy, or ask a question before committing. 

Every measurement platform in that chain can tell you the phone call was placed. However, almost none of them can tell you what occurred during the conversation. For all you know, the call could have been a simple billing question from an existing customer or a big-ticket purchase. This lack of visibility makes it difficult to understand if your campaigns are really driving revenue or just impressions. 

That's the gap Invoca closes. And over the past year, we've significantly expanded the depth of our integration with the programmatic and CTV ecosystem for both in-house and agency teams.

The Expansion: More Partners, More Channels, More Coverage

Invoca now connects offline conversions — phone calls, AI agent conversations, and the revenue that follows — to a growing list of programmatic and CTV platforms, including StackAdapt, The Trade Desk, Vibe, Roku, tvScientific, iSpot, Innovid, and Google DV360, along with integrations into TV attribution platforms like Tatari.

The result is a closed loop across the full media mix. Display, video, audio, and CTV all feed into the same attribution picture, alongside the digital leads, calls, and texts they generate.

We're especially proud of one milestone in particular: Invoca is the only Certified Measurement Partner of The Trade Desk in our category — the only platform The Trade Desk has certified to capture phone leads and offline conversions and feed them back into its attribution, bidding, and audience infrastructure.

The scale behind this expansion tells its own story. Across our CTV and DSP partnerships, Invoca has captured over 1 million calls year-to-date, tied to more than 300,000 conversion events. Our match rate has been exceptional: Invoca is confidently connecting phone conversions back to the campaign and identifier that drove them 80% of the time on average across brands, and as high as 90% for some campaigns.

What Brands and Agencies Can Do With Invoca’s Data

Expanding the ecosystem is only valuable if it translates into better decisions. Here's what it unlocks.

1. Attribution from programmatic display, video, and audio — including offline conversions

Invoca connects impressions across display, video, and audio to phone calls and SMS/text conversions. That means the consumer who saw a display ad, ignored it for a week, and then called to place an order finally shows up in the attribution model, rather than vanishing into "direct" or "unattributed."

2. Complete ROI analysis, including programmatic and CTV spend

Once calls and texts are attributed to the campaigns that drove them, Invoca layers in revenue and conversion outcome data. Our platform tracks if the caller was qualified, if they converted, and what the deal was worth. That lets brands and agencies calculate a true ROAS and CPA that accounts for offline revenue, instead of simple clicks and web conversions. For channels like CTV, where ROI has historically been justified with reach and brand-lift studies, this draws a much straighter line to actual revenue.

3. Suppress Out-of-Market Shoppers

Not every caller is a prospect. Invoca's AI analyzes the phone conversation to determine whether a caller was ever in-market to begin with. That intelligence can be fed back into DSP and CTV platforms to suppress people who called but were never qualified, so the media spend stops chasing audiences that were never going to convert in the first place.

4. Retarget Holdout Segments

On the flipside, callers who showed real intent but didn't convert on the call are often the most valuable retargeting audience a brand has. Invoca identifies these holdout segments from real conversation data and feeds them back into programmatic and CTV platforms for retargeting.  Now, your retargeting is built from what a customer actually said, rather than inferred from a click.

Why This Matters More for Agencies Than They Might Realize

Agencies are finding new, creative ways to put Invoca's data to work for their clients almost every week, and for good reason. For agencies managing programmatic and CTV on behalf of brands, this expansion is a differentiated way to prove value to clients, especially in high-inbound categories like healthcare, insurance, financial services, and home services, where phone conversions carry outsized revenue.

Specifically, Invoca gives agencies the ability to:

• Deliver a provable revenue story. Connect display, social, CTV, and other campaigns to phone leads, offline conversions, and even AI agent interactions, giving agencies a concrete way to demonstrate ROI to clients rather than relying on reach or engagement metrics alone.
• Build stronger first-party audiences. Offline conversion data from phone leads and SMS/chat interactions feeds directly into higher-performing audience and campaign strategies.
• Get full credit for the conversions they actually drive. Ties ad spend to call outcomes, so agencies are credited for the revenue their campaigns generate, not just the clicks that led up to it.
• Automate media optimization. Real-time signals across online and offline conversions let agencies cut wasted spend and optimize campaigns.
• Plug into the client's existing stack. Call and text data flows into the martech and CRM systems clients already use through 50+ integrations. Get closed-loop reporting without adding new tools to the workflow.

Invoca works with agencies of every size, from global holding companies to independent, corporate, and regional shops.  Though our platform is built with enterprise in mind, we offer commercial packaging flexible enough to scale with any agency's business.

Invoca Closes the Loop Wherever the Conversion Happens

Whether a brand manages its own programmatic and CTV campaigns or relies on an agency partner, the underlying problem is the same: media platforms are excellent at measuring impressions, clicks, and web conversions but are mostly blind to what happens on the phone. As programmatic and CTV budgets grow, that blind spot gets more expensive.

Invoca's expanding partner ecosystem — now spanning StackAdapt, The Trade Desk, Vibe, Roku, tvScientific, iSpot, Innovid, Google DV360, and Tatari — is designed to close that gap for both sides of the media buy: the brands funding the campaigns and the agencies executing them.

Ready to see it in action? Schedule a demo to learn how Invoca can complete your programmatic and CTV attribution picture.