Programmatic and open web
Connected TV (CTV) and OTT
Video ads shown on streaming services: CTV means watched on a television screen, OTT means delivered over the internet to any device.
What it is
Ads run on streaming apps and services, bought programmatically or directly, often with household-level targeting.
Why it matters
For lead generation and e-commerceIt brings TV-style reach with digital targeting and measurement, for brands moving beyond social video.
In practice
Buy through a DSP or the service directly, set frequency limits, and measure with lift studies and site visit tracking.
A common mistake
Expecting clicks from a TV screen; results show up as lift in searches, visits and sales.
All terms