Any television connected to the Internet, allowing video on demand or targeted advertising via TV apps.
CTV includes Smart TVs, but also boxes (Apple TV, Roku, Chromecast) or gaming consoles that stream services (Netflix with Ads, YouTube, Hulu, Pluto TV).
It is the fusion of the best of both worlds: the emotional impact of the big living room screen (TV), with the surgical targeting and tracking capabilities of digital (Data, Postal Address, Interests).
"For us, this is the king format for Scale-ups transitioning from performance to mass media. We use programmatic CTV buying to isolate specific high-potential households (e.g., rural homeowners) without the financial waste of traditional Linear TV."
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