CTV (connected TV)
CTV, or Connected TV, is television connected to the internet: smart TVs, consoles and streaming devices. In advertising, it means the ads shown on those screens.
It combines the best of television -the big living-room screen, sound and attention- with the best of digital: audience targeting, programmatic buying and impression-level measurement. Ads run on streaming platforms and ad-supported channels, usually without a skip button.
For a brand, it means reaching people who no longer watch linear TV, with the precision of a digital campaign: not “adults aged 25 to 45” but the specific audience it cares about.
