The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Ad Formats
Connected TV (CTV)
Any television set that can connect to the internet and stream content, including smart TVs and televisions connected through streaming devices. Advertising on CTV (Connected TV) means showing ads within streamed content on a TV screen, combining the reach of television with the targeting precision of digital advertising.
HOW IT WORKS
CTV inventory is bought and sold programmatically, just like display or video advertising. Publishers, such as streaming platforms, make their ad breaks available through SSPs (Supply Side Platforms) and ad exchanges. Advertisers use DSPs (Demand Side Platforms) to target viewers based on demographics, viewing behaviour, and location. Ads are delivered through VAST (Video Ad Serving Template) tags and typically play as pre roll or mid roll ads within streamed content.
EXAMPLE
A car brand wants to reach adults aged 30 to 55 who watch premium drama series. They buy CTV inventory programmatically and target households streaming content during prime time. This allows them to reach a television sized audience while benefiting from the targeting precision of digital advertising. They can also measure completion rates and attributable website visits.
RELATED TERMS
VAST | SSAI | FAST channels | Programmatic advertising | Video completion rate (VCR)
★ LIMELIGHT INSIGHT: CTV is a priority vertical for Limelight. The platform supports VAST-based CTV integrations and connects publishers and ad networks to premium CTV demand partners.
