Channels & programmatic
CTV (connected TV)
CTV is television content streamed through internet-connected devices - smart TVs, sticks, consoles - bought digitally, often programmatically. It combines television's screen and attention context with digital's targeting and measurement, sitting between classic TV and online video in most plans.
In practice
CTV's planning role is usually incremental reach against light-TV and streaming-first audiences, with frequency managed across fragmented apps and devices.
Measurement is maturing but uneven: define upfront how reach, frequency and outcomes will be counted across platforms.