How do you choose a CTV advertising platform?

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Last updated: April 8, 2026

Quick Answer: Choosing a CTV advertising platform requires evaluating audience reach, targeting capabilities, and measurement tools. Key considerations include whether the platform offers programmatic buying through DSPs, supports advanced targeting like household demographics, and provides transparent attribution metrics. For example, platforms like The Trade Desk and Google Display & Video 360 dominate with over 60% of programmatic CTV ad spend in 2023, while Roku and Amazon Fire TV hold significant market share in device-based advertising.

Key Facts

CTV ad spending in the U.S. reached $25.9 billion in 2023, projected to grow to $40.3 billion by 2027
Over 80% of U.S. households had at least one CTV device as of 2023
Programmatic CTV advertising accounted for 65% of total CTV ad spend in 2023
Roku held 49% of the U.S. CTV market share in Q1 2024
CTV platforms typically offer targeting options including demographic, behavioral, and contextual targeting

Overview

Connected TV (CTV) advertising refers to video ads delivered through internet-connected television devices, including smart TVs, streaming sticks, and gaming consoles. The CTV advertising market emerged in the early 2010s with the rise of streaming services like Netflix and Hulu, but gained significant momentum during the COVID-19 pandemic when streaming viewership surged. By 2023, CTV had become a $25.9 billion industry in the U.S. alone, representing one of the fastest-growing segments in digital advertising. Major players include device manufacturers like Roku and Amazon (Fire TV), streaming services like Hulu and YouTube TV, and programmatic platforms like The Trade Desk and Google's Display & Video 360. The shift from traditional linear TV to CTV has been driven by changing viewer habits, with Americans now spending more time streaming than watching cable or broadcast TV.

How It Works

CTV advertising platforms operate through several mechanisms. First, they aggregate inventory from various streaming apps and services, then make this inventory available to advertisers through programmatic auctions or direct deals. The process typically involves: 1) Ad insertion where ads are dynamically placed into streaming content, 2) Targeting using first-party data from devices or third-party data providers to reach specific audiences, and 3) Measurement through pixels and device IDs to track impressions, completions, and conversions. Most platforms support both self-service buying through demand-side platforms (DSPs) and managed service options. Advanced platforms offer frequency capping, competitive separation, and brand safety controls. The buying process is often automated through real-time bidding, with ads served based on viewer demographics, viewing habits, and contextual relevance to the content being streamed.

Why It Matters

CTV advertising matters because it represents the convergence of television's reach with digital advertising's precision. Unlike traditional TV ads, CTV enables granular targeting to specific households and individuals, better measurement of ad effectiveness, and more efficient spending through programmatic buying. For advertisers, this means reaching cord-cutters and streaming audiences who are otherwise inaccessible through linear TV. The impact is significant: CTV campaigns typically achieve higher completion rates (over 95% compared to 70-80% for mobile video) and better engagement metrics. Applications range from brand awareness campaigns to direct response advertising, with platforms offering solutions for different objectives. The growth of CTV advertising is reshaping media budgets, with many brands now allocating 20-30% of their video ad spend to CTV, reflecting its importance in modern marketing strategies.