Connected TV (CTV)

What is Connected TV (CTV)?

Connected TV (CTV) is a television device capable of connecting to the internet and streaming online content, either through built-in smart TV functionality or an external device such as a streaming stick, set-top box, or game console. CTV enables users to access video-on-demand services, web-based apps, and streaming platforms directly on a television screen. In the advertising context, CTV represents a premium, large-screen inventory channel that allows brands to reach audiences with targeted, non-skippable video ads delivered over the internet.

How it works

CTV devices connect to the internet via Wi-Fi or Ethernet and run operating systems such as Roku OS, Amazon Fire OS, Android TV, webOS, or Tizen. These platforms host streaming applications through which users consume content.

CTV vs. OTT

CTV and OTT (Over-the-Top) are related but distinct concepts. OTT refers to the delivery method, specifically the transmission of video content over the internet, bypassing traditional cable or satellite providers. CTV refers to the device used to receive and display that content on a television screen. OTT content can be consumed on smartphones, tablets, laptops, and CTVs alike. CTV is one endpoint for OTT delivery, but not the only one. The distinction matters for advertisers because CTV specifically targets the lean-back, large-screen viewing environment, which carries different engagement characteristics than mobile or desktop OTT consumption.

CTV Ad Delivery

CTV advertising operates through programmatic pipes similar to digital display and mobile advertising. Advertisers submit creatives through demand-side platforms (DSPs), which bid on available inventory through ad exchanges connected to streaming publishers. Ad formats commonly served on CTV include pre-roll, mid-roll, and post-roll video ads, as well as interactive overlays. Because CTV environments are typically authenticated through account logins, publishers can offer deterministic audience data that improves targeting precision.

Device and Identity Considerations

Unlike mobile devices, CTV platforms do not rely on IDFA or GAID for user identification. Instead, they use platform-specific identifiers such as the Roku ID or Amazon Advertising ID. This creates cross-device measurement challenges when advertisers want to connect CTV exposures to downstream actions on mobile or web. Probabilistic modeling and deterministic identity graphs are commonly used to bridge this gap.

Why it matters

CTV has become a significant channel in digital advertising as audiences shift viewing habits from linear television to streaming. CTV households represent a large and growing share of the viewing population, giving advertisers access to premium video inventory that was previously only available through broadcast or cable buys. CTV combines the brand impact of television, specifically full-screen, high-quality video in a focused viewing environment, with the targeting and measurement capabilities of digital advertising. Advertisers can reach specific demographic segments, retarget known users, and measure view-through rates and conversions with greater precision than traditional TV. For mobile-first brands, CTV serves as an upper-funnel awareness channel that complements mobile user acquisition campaigns. Attribution platforms that support CTV measurement enable marketers to track how CTV ad exposures influence downstream app installs and in-app events, creating a more complete picture of the customer journey across screens.

How to get started with CTV advertising

Getting started with CTV advertising requires understanding inventory sources, measurement capabilities, and creative specifications.

1. Define your objective. CTV is most effective for brand awareness and upper-funnel goals. Determine whether your campaign aims to drive app installs, increase brand recall, or support retargeting efforts for known users.

2. Choose your buying method. CTV inventory is available through programmatic channels including real-time bidding (RTB), private marketplace deals (PMP), and programmatic guaranteed arrangements. Premium publishers often offer preferred deals that provide inventory certainty with negotiated pricing.

3. Select targeting parameters. CTV platforms support targeting by geography, device type, content genre, and audience segments derived from account-level data. Define the audience segments most relevant to your campaign goals.

4. Prepare CTV-specific creatives. CTV ads play on large screens in a lean-back environment. Creatives should be produced in high resolution (typically 1080p or 4K), with clear brand messaging in the first few seconds. Most CTV ad slots are non-skippable, so quality and relevance are important.

5. Implement measurement and attribution. Connecting CTV ad exposure to downstream mobile or web actions requires a measurement partner that supports cross-device attribution. Platforms like Airbridge provide view-through attribution capabilities that allow marketers to credit CTV impressions for app installs and in-app events that occur after ad exposure. This makes it possible to evaluate CTV's contribution within a broader multi-touch attribution model.

6. Monitor performance metrics. Key metrics for CTV campaigns include view-through rate (VTR), cost per completed view (CPCV), and view-through attribution (VTA) for downstream conversions. Use these signals to optimize targeting, frequency, and creative rotation.

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