Connected TV (CTV)

Connected TV (CTV) refers to television sets with an internet connection that allow digital content to be accessed beyond traditional cable or satellite TV. The term encompasses both Smart TVs with integrated interfaces and conventional televisions made online-capable via external devices such as streaming sticks (e.g., Amazon Fire Stick), set-top boxes (e.g., Apple TV), or gaming consoles. As an advertising platform, CTV enables the expansion of linear TV to include interactive and programmatic Advertising Formats.