Enveu Media & OTT Glossary
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
CTV Advertising refers to video advertisements delivered on Connected TV devices through OTT and streaming applications instead of traditional broadcast television.
CTV Advertising is a form of digital video advertising that appears on Connected TV devices such as Smart TVs, streaming sticks, set-top boxes, and gaming consoles when users watch content through OTT applications.
CTV ads are delivered during video playback using ad insertion technologies such as server-side ad insertion (SSAI) or client-side ad insertion (CSAI). Ads may be selected programmatically or through direct-sold campaigns.
Unlike traditional TV ads, CTV advertising offers precise targeting, real-time measurement, and audience-based buying rather than broad demographic scheduling.
CTV advertising is a core monetization component of AVOD and FAST platforms, allowing content owners to generate revenue while offering free or lower-cost streaming experiences.
CTV advertising combines the impact of television with the flexibility of digital advertising, enabling better attribution, higher engagement, and improved return on ad spend.