Defining Connected TV (CTV). CTV is a subset of Advanced TV—which also includes addressable and programmatic TV. In a CTV ecosystem, the viewer watches content on an internet-connected TV screen. Content can be served to the TV through a variety of devices: Smart TVs (examples: Sony and Samsung), gaming consoles (Sony Playstation’s PS4), Blu-ray players, … Continue reading Connected TV Primer: Audiences, Challenges, and Opportunities for Brands in the U.S.