Can you target by show or movie on CTV?

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Last updated: April 8, 2026

Quick Answer: Yes, you can target by show or movie on Connected TV (CTV) through programmatic advertising platforms that use content-level targeting. For example, platforms like The Trade Desk and Google's Display & Video 360 allow advertisers to target specific shows, genres, or movies using data from content providers and streaming services. This capability has grown significantly since 2020, with over 70% of CTV ad spending now utilizing some form of content-based targeting, enabling precise audience engagement.

Key Facts

Programmatic CTV advertising enables targeting specific shows or movies using content-level data
Over 70% of CTV ad spending utilizes content-based targeting as of 2023
Major platforms like The Trade Desk and Google DV360 offer show/movie targeting capabilities
Content targeting relies on data partnerships with streaming services and content providers
This targeting method has grown rapidly since 2020 with the expansion of streaming services

Overview

Connected TV (CTV) advertising has evolved significantly since the early 2010s, transforming from basic demographic targeting to sophisticated content-based approaches. The ability to target specific shows or movies represents a major advancement in digital advertising technology, enabled by the growth of streaming platforms and programmatic advertising infrastructure. Historically, TV advertising relied on broad demographic data and time slots, but CTV introduced granular targeting capabilities. By 2023, CTV advertising spending reached $25.9 billion in the US alone, with content-based targeting becoming increasingly prevalent. This shift reflects the fragmentation of traditional TV viewership and the rise of on-demand streaming services like Netflix, Hulu, and Disney+, which provide detailed content consumption data that advertisers can leverage for precise targeting.

How It Works

Show and movie targeting on CTV operates through programmatic advertising platforms that integrate with streaming services' content data. When a user watches a specific show or movie on a CTV device, the streaming platform can pass content identifiers to advertising platforms through real-time bidding systems. These platforms use content graphs and metadata to categorize programming, allowing advertisers to target based on specific titles, genres, or even episodes. For instance, an advertiser can target viewers watching "Stranger Things" on Netflix or "The Mandalorian" on Disney+. The process involves data partnerships between advertising platforms and content providers, with privacy-compliant data sharing that typically anonymizes user information while preserving content context. Advanced platforms also enable sequential messaging across related content, such as targeting viewers of superhero movies with relevant product ads.

Why It Matters

Show and movie targeting on CTV matters because it enables unprecedented precision in television advertising, allowing brands to reach engaged audiences in relevant content environments. This capability increases ad effectiveness by an average of 30-40% compared to traditional demographic targeting, according to industry studies. For advertisers, it means better return on investment and reduced waste, while viewers see more relevant ads. The technology also supports niche content monetization, helping smaller streaming services attract advertising revenue. As CTV continues to grow—projected to reach 230 million US users by 2025—content-based targeting will become increasingly important for reaching cord-cutters and streaming-dominated households, fundamentally changing how television advertising operates in the digital age.