CTV (Connected TV)

CTV refers to any television that accesses content through an internet connection rather than traditional broadcast, cable, or satellite. That includes smart TVs from Samsung, LG, and Sony; streaming devices like Roku, Apple TV, Amazon Fire, and Chromecast; and game consoles such as PlayStation and Xbox when used for video streaming. The common thread is IP-delivered video on the largest screen in the household.

CTV advertising combines the reach and brand lift of traditional television with the targeting precision of digital: household-level IP targeting, frequency capping across devices, closed-loop attribution via ACR data. That combination is why CTV is the fastest-growing format in advertising, consistently outpacing linear TV in year-over-year ad-spend growth since 2020.