What Is Connected TV (CTV)? Definition
Connected TV (CTV) is video content delivered over the internet to a television, through smart TVs, streaming devices and game consoles. CTV advertising places ads inside that streaming content.
How it is bought
Most CTV is bought programmatically through demand-side platforms, and some is bought directly from publishers. Pricing is quoted as CPM, the cost per 1,000 impressions, and it runs well above display because of the format and attention.
What to watch
Check viewability, completion rate and invalid traffic, and judge results on outcomes, not impressions alone. CTV prices also rise in peak demand periods such as political seasons.
More
See 5W’s CTV advertising guide.
Related terms: programmatic advertising, media buying.
Related terms