# Connected TV Programmatic Advertising Platform Deliver meaningful messaging at the residence level with connected TV advertising that’s built for scale and transparency. Cookies not required. ## CTV Advertising Platform & Measurement Solutions Connected TV (CTV) advertising involves delivering targeted ads to viewers through internet-connected television devices, such as smart TVs or streaming platforms, offering advertisers the opportunity to reach specific audiences with measurable impact. ### How Does Connected TV Advertising Work? Connected TV Advertising delivers targeted ads to viewers through internet-enabled television devices, such as smart TVs or streaming platforms, leveraging demographic, behavioral and contextual data for audience targeting and engagement. [More About Connected TV](https://www.viantinc.com/solutions/omnichannel/connected-tv/#lead-form) ### Connected TV Advertising Stats #### 84% marketers believe CTV delivers better targeting compared to linear1 #### $42.4B Estimated CTV Spend by 20272 #### 123.4 Minutes adults average per day watching CTV3 ### What are the Benefits of Connected TV (CTV) Advertising? Connected TV Advertising offers reach and frequency as well closed-loop measurement capabilities, ensuring ads reach specific audiences and provide transparent return on ad spend. Additionally, CTV advertising allows for seamless integration of personalized messages into the viewer's streaming experience, maximizing brand impact and effectiveness. #### Reach and Frequency: Reach and frequency in Connected TV advertising refer to the ability to target specific audiences accurately and control the number of times they see an ad, optimizing campaign efficiency and effectiveness. By leveraging the [Viant Household ID™](https://www.viantinc.com/solutions/planning-and-buying/household-id/) technology, our DSP enables better TV viewer engagement with ideal reach and frequency management at the residence level and the ability to understand performance with measurable outcomes. [Get Started with CTV Today](https://www.viantinc.com/solutions/omnichannel/connected-tv/#lead-form) ### Closed-Loop Measurement on Connected TV Closed-loop measurement in Connected TV advertising refers to the comprehensive tracking and analysis of viewer behavior and conversion outcomes, allowing advertisers to directly attribute ad exposure on internet-enabled TV platforms to specific actions or results, thus enabling campaign optimization. Since Connected TV (CTV) is a cookieless channel, advertisers need a technology partner — like Viant’s DSP — that offers a cookie-free solution. **Match residence-level CTV ad exposures** to actions taken on other devices to understand the real impact of your ads on driving conversions **Measure incremental online sales** that occurred after CTV ad exposure to evaluate the effectiveness of your advertising. **See the [return on ad spend (ROAS)](https://www.viantinc.com/insights/blog/moveable-middle/)** of your CTV campaign alongside all other channels. ## Our CTV Partners Advertisers and agencies using Viant’s CTV solution can also access quality CTV inventory with exceptional reach. Partnerships with the industry’s top suppliers and fraud-protection solutions to help ensure your ads aren’t subject to fraud and appear only alongside premium programming. [See All Our Partners](https://www.viantinc.com/partners/) ## How a Public University Drove Conversions with CTV and Digital Audio Discover how one of the largest U.S. public research universities leveraged Viant to prove the effectiveness of the upper-funnel and cookieless channels on driving site traffic. [Read More](https://www.viantinc.com/insights/case-studies/public-research-university/) **220%** OVERALL INCREMENTAL LIFT **189%** INCREMENTAL LIFT FROM CTV **283%** INCREMENTAL LIFT FROM AUDIO AND PODCASTS [Read More](https://www.viantinc.com/insights/case-studies/public-research-university/) ## Connected TV Advertising FAQ ### What is connected TV advertising? Connected TV (CTV) advertising is a digital advertising method that involves delivering video ads to viewers through internet-connected television sets, often on streaming platforms and apps. CTV advertising offers highly targeted and measurable campaigns, allowing advertisers to reach specific audiences based on their viewing habits and preferences. It provides a dynamic and engaging way to connect with viewers on the big screen, combining the reach of traditional TV with the precision of digital advertising, making it a popular choice for brands to deliver their messages to a captive audience. ### What are the advantages of CTV Advertising? CTV advertising offers cost-efficiency, as advertisers can optimize campaigns in real-time and avoid wasted ad spend, while also providing valuable data and insights for future strategies. Overall, CTV advertising is a powerful tool for reaching and engaging audiences in the evolving landscape of digital media consumption. ### How does connected TV advertising work? Connected TV (CTV) advertising operates by delivering video ads to viewers through internet-connected television sets. When viewers access streaming services or apps on their CTVs, these platforms can insert video ads into the content, much like traditional TV commercials. Advertisers target specific audiences based on factors like demographics, interests and viewing history. These ads are often delivered programmatically, which means they are bought and sold in real-time auctions. Advertisers’ demand side platform bids on ad placements, and the winning ad is displayed to the viewer. Ad performance and engagement data are typically collected and analyzed, allowing advertisers to optimize their campaigns for better results. This process combines the wide reach of traditional TV with the precision and interactivity of digital advertising, making it a compelling choice for advertisers to reach their target audiences. ### How is CTV advertising measured? Connected TV (CTV) advertising is measured through a combination of traditional and digital metrics. Advertisers typically track metrics such as ad impressions, reach and frequency, similar to traditional TV. However, CTV also provides more granular digital data, including click-through rates (CTR), completion rates, viewability, and engagement metrics. Advertisers can monitor how long viewers watch their ads, whether they interact with them, and what actions they take afterward. This data allows for precise measurement of ad performance and ROI. Additionally, CTV advertising offers detailed audience insights, which can help in fine-tuning ad targeting and content for more effective campaigns. Overall, the combination of TV and digital measurement tools makes CTV advertising a highly accountable and data-driven marketing strategy.