What does Connected TV (CTV) mean?
Connected TV (CTV) refers to television sets that have an Internet connection and thus enable access to digital content beyond classic cable or satellite television. The term includes both smart TVs with an integrated interface and conventional televisions that are made online-capable using external devices such as streaming sticks (e.g. Amazon Fire Stick), set-top boxes (e.g. Apple TV) or game consoles. As an advertising platform, CTV enables the expansion of linear television to include interactive and programmatic forms of advertising.
This term is assigned to TV and Online in the Goldbach Advertising Glossary.
Editorially reviewed by Goldbach.