CTV

Connected TV (CTV) refers to a television that is internet-enabled, allowing viewers to access streaming services, apps, and online content directly through the TV itself. Unlike traditional TVs that rely solely on cable or satellite signals, CTVs can connect to the internet via Wi-Fi or Ethernet, enabling on-demand viewing, app usage, and interactive experiences. Examples include smart TVs, gaming consoles, and devices like Roku or Apple TV. CTV has become a significant platform for digital advertising and content consumption, offering advertisers targeted, measurable campaigns with a broad reach.