Video

Connected TV (CTV) — Definition & Explanation

Television sets connected to the internet via smart TV functionality or external devices (Roku, Fire TV, Apple TV, gaming consoles). CTV enables programmatic advertising delivery within streaming content, typically commanding CPMs of $20-50+.

How Connected TV (CTV) Works

CTV ad delivery uses device-level identifiers (IP address, device ID) rather than cookies for targeting. Ads are typically inserted server-side (SSAI) to prevent buffering and circumvent ad blockers, with measurement via third-party verification.

Why Connected TV (CTV) Matters for Publishers

CTV is the fastest-growing ad format, with advertisers shifting TV budgets to programmatic. Publishers with streaming content should prioritize CTV monetization for its premium CPMs.

Frequently Asked Questions

What CPMs does CTV advertising command?

CTV typically achieves $20-50+ CPMs, significantly higher than display and mobile web, due to premium content environments and high audience engagement.

How does targeting work without cookies on CTV?

CTV uses IP-based targeting, device IDs, and household identity graphs to reach audiences. First-party data from streaming platforms also enables precise targeting.

Does Stellor Media support CTV monetization?

Stellor Media's video SSP supports SSAI-based CTV delivery for publishers with streaming content.

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