Connected TV (CTV)

Connected TV is like giving your old-school television a modern makeover with magical streaming powers. No more fighting with cable boxes and channel guides; CTV lets you binge-watch, zone out, and access endless content from various apps like Netflix and YouTube, all from the comfort of that dusty, living-room centerpiece. It's basically your TV's way of saying, "See, I can be cool too!"

Connected TV (CTV) refers to televisions that connect to the Internet, enabling viewers to access content beyond traditional broadcast channels. This is achieved through built-in capabilities in smart TVs or external devices such as streaming boxes and sticks (e.g., Apple TV, Roku, or Chromecast). CTV offers advertisers advanced targeting and measurement capabilities, as it allows for the integration of digital advertising technologies similar to those used in web and mobile marketing. The rise of CTV reflects the digital transformation of traditional television, merging the expansive reach of TV with the precision and interactivity of online advertising.