Can you run CTV ads on YouTube TV?

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Last updated: April 8, 2026

Quick Answer: Yes, you can run CTV ads on YouTube TV through Google's Display & Video 360 platform, which supports programmatic buying for connected TV inventory. YouTube TV offers ad placements during live TV streams and on-demand content, with targeting capabilities based on demographics, interests, and viewing behaviors. As of 2023, YouTube TV had over 8 million subscribers in the U.S., providing a significant audience for CTV advertisers. Google reported in 2022 that CTV ad spending on YouTube grew by over 50% year-over-year, reflecting the platform's importance in the CTV advertising ecosystem.

Key Facts

YouTube TV had over 8 million subscribers in the U.S. as of 2023
CTV ad spending on YouTube grew by over 50% year-over-year in 2022
Google's Display & Video 360 platform enables programmatic CTV ad buying on YouTube TV
YouTube TV offers ad placements during live TV streams and on-demand content
Targeting options include demographics, interests, and viewing behaviors

Overview

Connected TV (CTV) advertising refers to video ads delivered through internet-connected television devices, such as smart TVs, streaming sticks, and gaming consoles, and has grown rapidly as viewers shift from traditional linear TV to streaming services. YouTube TV, launched by Google in 2017, is a subscription-based live TV streaming service that offers access to over 100 channels, including major networks like ABC, CBS, NBC, and Fox, as well as cloud DVR storage. It operates alongside YouTube's broader ecosystem, which includes the main YouTube platform and YouTube Premium. CTV advertising on YouTube TV is part of Google's larger strategy to monetize video content, with the platform becoming a key player in the CTV market due to its extensive user base and integration with Google's ad tech tools. By 2023, CTV ad spending in the U.S. was projected to exceed $25 billion, highlighting the sector's expansion and YouTube TV's role in it.

How It Works

To run CTV ads on YouTube TV, advertisers typically use Google's Display & Video 360 (DV360), a demand-side platform that facilitates programmatic ad buying for CTV inventory. The process involves setting up campaigns within DV360, where advertisers can select YouTube TV as a placement option, define targeting parameters such as age, gender, location, interests, and viewing habits, and set budgets and bidding strategies. Ads are served during commercial breaks in live TV streams and within on-demand content, with formats including standard video ads (e.g., 15- or 30-second spots) and interactive ads. Measurement and analytics are provided through Google's tools, offering insights into metrics like reach, frequency, and engagement, with reporting that can track conversions and brand lift. This integration allows for automated, data-driven ad placements, optimizing campaigns in real-time based on performance data.

Why It Matters

Running CTV ads on YouTube TV matters because it enables advertisers to reach a large, engaged audience in a premium video environment, capitalizing on the shift away from traditional TV. With over 8 million subscribers as of 2023, YouTube TV offers access to cord-cutters and streaming-focused viewers, who are often harder to target through linear TV. This provides opportunities for precise targeting and measurement, improving ad efficiency and ROI compared to broader traditional TV buys. For the advertising industry, it supports the growth of programmatic CTV, which is expected to account for a significant portion of digital video ad spending, driving innovation in ad formats and personalization. Ultimately, it helps brands connect with consumers in a relevant, measurable way during their TV viewing experiences.