The Complete Glossary of CTV Terms

The world of Connected TV (CTV) is filled with new technology, new acronyms, and constantly changing terminology. Whether you’re an advertiser, publisher, or marketer, keeping up with the language of streaming can feel overwhelming.

This complete CTV glossary breaks down the essential terms you’ll encounter across the connected TV and Over-The-Top (OTT) ecosystem. From programmatic platforms and targeting methods to measurement metrics and ad formats, every definition is explained in plain English.

Use this as your go-to reference to understand how modern streaming and CTV advertising actually work — what each term means, how it fits into the bigger picture, and why it matters in today’s rapidly growing CTV industry.

A digital marketplace where buyers and sellers trade ad inventory programmatically. In CTV, exchanges connect supply-side platforms (SSPs) that represent publishers with demand-side platforms (DSPs) used by advertisers to buy impressions in real time.

The total amount of available ad space a publisher can sell. In CTV, ad inventory refers to the ad slots within streaming shows, movies, and live channels where advertisers can place their messages.

A group of ads that play back-to-back within a single ad break, similar to a commercial block on traditional TV. Ad pods can contain multiple advertisers and typically run between one and four minutes.

Technology that delivers, tracks, and reports ads across devices. In CTV, ad servers handle decisions about which ads appear, how they’re sequenced, and how performance is measured.

A streaming model that provides free or low-cost content supported by advertising. Examples include Tubi, Pluto TV, and The Roku Channel. AVOD is a key growth driver for CTV because it blends premium content with accessible viewing options.

Advertising that allows brands to deliver different ads to different households watching the same program. Addressable technology uses data to match audiences with relevant messages at the household or device level.

The process of measuring which ads led to specific actions, such as website visits or purchases. In CTV, attribution often uses IP-based or device-level tracking to connect ad exposure on the TV to activity on another device.

A signal sent by a publisher’s platform to potential buyers indicating that ad space is available. DSPs evaluate these bid requests in real time to decide whether to purchase the impression.

The number of times a viewer sees a particular ad within a campaign. Frequency management is critical in CTV, where repetitive ads can quickly lead to viewer fatigue.

A television that connects to the internet and streams content through apps. This includes Smart TVs and devices like Roku, Amazon Fire TV, Apple TV, and gaming consoles. CTV is the primary screen for modern streaming households.

The price an advertiser pays for one thousand impressions. In CTV, CPMs are typically higher than on other digital platforms due to premium inventory, high viewability, and full-screen engagement.

Software used by advertisers and agencies to buy digital ad inventory automatically. A DSP evaluates inventory from multiple publishers, applies targeting parameters, and bids in real time to deliver ads efficiently.

Technology that enables ads to be inserted dynamically into streaming content. DAI allows advertisers to serve personalized ads to viewers while maintaining a seamless playback experience.

A category of OTT services that offer free, linear-style programming supported entirely by ads. Popular FAST platforms include Pluto TV, Xumo, and Samsung TV Plus.

A targeting approach that uses data such as IP addresses, demographics, and behavioral information to reach specific households rather than broad audience segments.

A single instance of an ad being served to a viewer. In CTV, impressions are typically counted when an ad begins playing on the screen, though some measurement providers require the ad to be viewable for a minimum duration.

Traditional broadcast or cable television that follows a fixed schedule. The term is often used in contrast with CTV and OTT, which offer on-demand viewing.

The delivery of video content over the internet, bypassing traditional cable or satellite systems. OTT encompasses streaming services like Netflix, Hulu, Disney+, and Tubi, which distribute content through connected devices.

The automated process of buying and selling ad inventory through software. Programmatic technology uses real-time bidding to optimize campaign delivery and efficiency.

The total number of unique viewers exposed to an ad campaign. In CTV, reach measures how many households saw the ad at least once.

An auction-based system in which ad impressions are bought and sold in milliseconds. RTB enables advertisers to compete for inventory based on audience data and bid value.

A method of inserting ads into streaming content on the server side rather than the client side. This approach creates a smoother viewing experience and helps reduce ad blockers or playback errors.

The moment a viewer begins streaming content on a CTV or OTT service. Session data helps publishers and advertisers understand engagement and viewing patterns.

Software that helps publishers manage and sell their ad inventory. SSPs connect with multiple ad exchanges and DSPs to maximize revenue from available ad slots.

The data points used to determine which audiences should see an ad. In CTV, targeting can include demographics, location, interests, device type, or viewing behavior.

The percentage of viewers who watch an ad from start to finish. CTV typically delivers higher completion rates than mobile or desktop video because ads are unskippable and viewed on large screens.

A measurement standard that determines whether an ad had the opportunity to be seen. In CTV, nearly all impressions are considered viewable because ads take up the full screen during playback.

The total amount of time viewers spend watching video content. High watch time indicates strong engagement and is a key signal of inventory quality in CTV environments.

The practice of optimizing the value of ad inventory by balancing pricing, fill rate, and viewer experience. In CTV, yield management helps publishers maximize revenue while maintaining content quality.

The world of connected TV is filled with technical language, but understanding the fundamentals makes it much easier to navigate. Whether you’re planning campaigns, evaluating platforms, or just learning the ropes, these terms form the foundation of how CTV and OTT advertising work.

Bookmark this glossary as a quick reference. The terminology may evolve, but the core concepts behind connected TV are here to stay.