Paid Media
Connected TV (CTV)
Connected TV (CTV) is television content delivered over the internet to a smart TV, streaming device, or game console, allowing advertisers to buy addressable, measurable video placements that combine TV-scale reach with digital targeting and attribution. It is the fastest-growing major video channel: the IAB projects U.S. CTV ad spend to grow 13.8% in 2026, and eMarketer expects 2026 to be the first year U.S. CTV upfront spend (about $17.73B) exceeds primetime linear TV upfront spend (about $16.98B). For full-funnel programs, CTV bridges upper-funnel awareness and lower-funnel performance when paired with retargeting and incrementality measurement.
Source: streamtvinsider.com
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