Television content streamed over the internet to a TV screen, through a smart TV, a streaming stick, a game console, or a set-top app, and the advertising sold within it. Over-the-top (OTT) refers to the delivery method on any screen; CTV refers specifically to the television screen. CTV inventory is sold by streaming services, device makers, and programmatic channels, is mostly non-skippable, and is measured at the household level.
Related terms
Used in The Signal
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Cite this entry:
Agency Echelon. "Connected TV." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/connected-tv/