Can you target cord-cutters with CTV ads?

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Last updated: April 8, 2026

Quick Answer: Yes, cord-cutters can be effectively targeted with CTV ads. CTV advertising spending reached $25.9 billion in 2023, with projections to exceed $40 billion by 2027. Major platforms like Roku, Amazon Fire TV, and Google TV offer sophisticated targeting capabilities including demographic, behavioral, and location-based options. This allows advertisers to reach the 46% of U.S. households that have cut traditional cable or satellite TV subscriptions.

Key Facts

CTV advertising spending reached $25.9 billion in 2023
Projected CTV ad spending to exceed $40 billion by 2027
46% of U.S. households have cut traditional cable or satellite TV
Major CTV platforms include Roku, Amazon Fire TV, and Google TV
CTV targeting includes demographic, behavioral, and location-based options

Overview

Connected TV (CTV) advertising represents the digital evolution of television marketing, specifically designed to reach viewers who have abandoned traditional cable or satellite subscriptions. The term "cord-cutter" emerged around 2010 as streaming services like Netflix and Hulu gained popularity, but CTV advertising as we know it today began taking shape around 2015 with the proliferation of smart TVs and streaming devices. By 2020, CTV had become a mainstream advertising channel, with platforms like Roku and Amazon Fire TV developing sophisticated ad tech stacks. The COVID-19 pandemic accelerated adoption, with streaming hours increasing by 74% in 2020 alone. Today, CTV advertising encompasses ads served through internet-connected television devices including smart TVs, gaming consoles, and streaming sticks, with the market growing at approximately 20% annually since 2021.

How It Works

CTV advertising operates through programmatic platforms that use first-party and third-party data to target specific audience segments. When a viewer streams content through a CTV device, the platform can identify device characteristics, viewing habits, and demographic information. Advertisers can target based on factors like age, income, location, viewing history, and even purchase behavior through data partnerships. The process begins with advertisers setting up campaigns through demand-side platforms (DSPs) that connect to CTV supply sources. When a viewer starts streaming, an ad request is sent to an ad exchange, which auctions the impression to the highest bidder based on targeting parameters. The winning ad is then served within seconds, often as pre-roll, mid-roll, or display ads. Measurement occurs through pixels and device IDs, allowing for attribution tracking and performance analysis across the customer journey.

Why It Matters

Targeting cord-cutters with CTV ads matters because this audience represents a significant and growing segment of media consumers who are otherwise difficult to reach through traditional television advertising. With nearly half of U.S. households now cord-cutters, CTV provides access to valuable, engaged audiences who tend to be younger, more tech-savvy, and have higher disposable incomes. For advertisers, CTV offers superior targeting precision compared to traditional TV, better measurement capabilities, and higher engagement rates. For consumers, it enables more relevant advertising experiences while funding the free or reduced-cost streaming content they enjoy. The shift to CTV advertising is reshaping the entire media landscape, forcing traditional broadcasters to adapt and creating new opportunities for content creators and marketers alike.