Connected TV refers to a device that allows its users to stream video content through the internet to their television as opposed to traditional cable connection. Apple TV and Roku are likely the two most famous examples of this type of device.
OTT is short for “over the top,” on the other hand refers to any video content that is streamed by a user directly from the Internet. This can happen on a desktop or laptop computer, or on a smartphone, tablet, or other types of mobile devices.
How is it different from OTT(Over the top Media) ?
Most Engaged Audience
Captive Audience who are actively engaging with the content
How Connected TV works?
When someone wants to buy CTV advertising, they will use a DMP to gather audience data on their specific targets. That information is then fed into a DSP with other campaign information, such as price and flight dates. The DSP connects to the SSP and starts shopping.
DSPs warehouses all the ad inventory from various publishers through ad exchanges and make them accessible to buyers.
DMPs sit in the middle between buyers and sellers and collect first, second, and third-party data to help with targeting.
SSPs facilitates selling CTV Ad Impressions through automated auctions, when there's a match, sales happen.