Any television set that connects to the internet and streams content. Smart TVs, Roku, Fire Stick, Apple TV. The distinction matters for advertisers because CTV inventory is bought differently, measured differently, and priced differently than linear. One thing to verify: when a report says "CTV impressions," confirm the screen size breakdown. Some vendors include mobile and tablet in that number.
Ad tech glossary
CTV (Connected TV)
Technical definition
Television sets connected to the internet either directly (smart TVs) or through streaming devices.
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Where this shows up
CTV
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The 2026 upfront runs on shape, not size
Supply is outpacing demand. Scarcity has collapsed into sports. And the most useful phrase in the market right now isn't volume or price. It's "the shape of the deal."
CTV
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⏸️ Pause Ads
I'm back from CES, where (and I can't believe I'm saying this) pause ads were having a moment. I did not have this one on my bingo card. Yes, those ads that pop up when you hit pause on your TV.
CTV
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Get Better CTV Quality in 2025
I'm not big on New Year's resolutions, but I do want you to look me in the eye and promise that you will press for better CTV quality in 2025. Oh...you thought it all ran on a TV in a living room? Have a seat. We need to talk.