As more people switch to streaming video content on their linked devices, CTV (Connected TV) advertising has been quite popular in recent years. CTV describes television programming that is distributed online as opposed to through conventional broadcast channels. The absence of consistent measurement and currency for assessing the efficacy of advertising campaigns has been one of the major problems with CTV advertising . To gauge reach and impressions, traditional TV advertising has depended on measures like gross rating points (GRPs) and cost per thousand (CPM). But, CTV advertising has distinct qualities that necessitate a separate measuring strategy. The idea of "outcome money" has come to light as a potential answer to this problem. In CTV advertising, the term "outcome currency" refers to a measurement methodology that prioritises achieving the intended results or activities that marketers want to accomplish, like as website visits, app downl