CTV
Ad inventory and viewing behavior on internet-connected television devices and smart-TV environments.
Stands for
Connected TV
Formal definition
CTV stands for connected TV: television devices or environments connected to the internet where streaming content and advertising can be delivered digitally.
Plain-English explanation
CTV is the internet-connected TV screen part of modern advertising. It includes smart TVs, connected devices, and streaming apps where campaigns run like digital media, not classic broadcast only.
Examples
- A brand runs awareness ads inside a streaming TV app and uses QR codes or companion-device flows for response.
- A campaign uses a short vanity URL shown on a TV ad to connect view-through demand with later mobile traffic.
How it works
- Ads are served inside streaming environments on internet-connected television devices.
- Measurement often depends on companion-device behavior, QR codes, promo URLs, or modeled attribution rather than a direct click alone.
- Teams compare CTV reach and downstream response with other digital channels to judge incrementality.
How Attriax uses it
- CTV campaigns often rely on branded links, Smart Pages, or QR flows because the TV screen itself does not always provide a direct click path.
- Attriax can help measure what happens after the user moves from the TV experience to mobile or web.
- CTV performance is usually interpreted together with OTT, attribution windows, and post-view or cross-device measurement assumptions.