What counts as connected TV?
CTV generally refers to television content viewed through internet-connected devices such as smart TVs and streaming devices. Exact industry definitions can vary, so buyers should check each provider’s reporting scope.
CTV is a device context, not a single business model
A CTV impression may appear in a paid ad-supported subscription, a free FAST channel or another streaming environment. OTT is a related but broader term describing video delivered over the internet.
What matters when evaluating performance
Look at deduplicated reach, frequency, completion, attention, outcomes and fraud protections. Completion rate alone cannot tell you whether a campaign reached the intended people.
Privacy and measurement trade-offs
Household-level signals can support targeting and measurement, but buyers should understand consent, identifiers and cross-device limitations. Methodology matters as much as the headline result.
Sources & research notes
Published research is attributed to its original provider. Statistics reflect each source’s stated measurement universe and reporting period. Commentary and interpretation are editorial, not independent survey findings.
- Editorial explainer based on commonly used industry definitions; consult individual measurement providers for precise methodological terminology.