{"id":58486,"date":"2026-05-21T21:52:36","date_gmt":"2026-05-21T18:52:36","guid":{"rendered":"https:\/\/affisemmp.com\/?post_type=glossary-term&#038;p=58486"},"modified":"2026-09-08T11:54:50","modified_gmt":"2026-09-08T08:54:50","slug":"connected-tv-ctv","status":"publish","type":"glossary-term","link":"https:\/\/affisemmp.com\/es\/glossary-term\/connected-tv-ctv\/","title":{"rendered":"Connected TV (CTV)"},"content":{"rendered":"<h2 data-path-to-node=\"4\">What is Connected TV (CTV)?<\/h2>\n<p data-path-to-node=\"5\"><b data-path-to-node=\"5\" data-index-in-node=\"0\">Connected TV (CTV)<\/b> refers to any television set that connects to the internet to stream digital video content, bypassing traditional cable or satellite broadcast providers. CTV encompasses both televisions with built-in internet capabilities (Smart TVs) and traditional televisions connected to the internet via external hardware devices.<\/p>\n<p data-path-to-node=\"6\">Popular examples of Connected TV devices include:<\/p>\n<ul data-path-to-node=\"7\">\n<li>\n<p data-path-to-node=\"7,0,0\"><b data-path-to-node=\"7,0,0\" data-index-in-node=\"0\">Smart TVs:<\/b> Samsung, LG, Vizio, Android TV.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"7,1,0\"><b data-path-to-node=\"7,1,0\" data-index-in-node=\"0\">Streaming Devices &amp; Sticks:<\/b> Roku, Amazon Fire TV, Apple TV, Google Chromecast.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"7,2,0\"><b data-path-to-node=\"7,2,0\" data-index-in-node=\"0\">Gaming Consoles:<\/b> PlayStation, Xbox.<\/p>\n<\/li>\n<\/ul>\n<p data-path-to-node=\"8\">For performance marketers, CTV represents a massive shift in digital advertising\u2014combining the high-impact, big-screen experience of traditional television with the precise targeting and data-driven measurement of digital advertising.<\/p>\n<h2 data-path-to-node=\"9\">CTV vs. OTT: What\u2019s the Difference?<\/h2>\n<p data-path-to-node=\"10\">While the terms are often used interchangeably in marketing, they refer to two different parts of the streaming ecosystem:<\/p>\n<ul data-path-to-node=\"11\">\n<li>\n<p data-path-to-node=\"11,0,0\"><b data-path-to-node=\"11,0,0\" data-index-in-node=\"0\">CTV (The Device):<\/b> The physical hardware used to watch the content on a TV screen (e.g., a Roku stick or a Smart TV).<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"11,1,0\"><b data-path-to-node=\"11,1,0\" data-index-in-node=\"0\">OTT (The Content):<\/b> \u00abOver-The-Top\u00bb refers to the method of delivering video content over the internet, bypassing traditional TV providers. Netflix, Hulu, Disney+, and Peacock are OTT services.<\/p>\n<\/li>\n<\/ul>\n<p data-path-to-node=\"12\"><i data-path-to-node=\"12\" data-index-in-node=\"0\">Simply put: You watch <b data-path-to-node=\"12\" data-index-in-node=\"22\">OTT content<\/b> on a <b data-path-to-node=\"12\" data-index-in-node=\"39\">CTV device<\/b>.<\/i><\/p>\n<h2 data-path-to-node=\"13\">Why CTV Matters for App Marketers<\/h2>\n<p data-path-to-node=\"14\">Historically, television advertising was reserved for massive brand-awareness campaigns because tracking direct ROI was nearly impossible. Today, CTV allows mobile app marketers and user acquisition (UA) managers to run highly targeted, performance-based campaigns.<\/p>\n<p data-path-to-node=\"15\">The key benefits of CTV advertising include:<\/p>\n<ul data-path-to-node=\"16\">\n<li>\n<p data-path-to-node=\"16,0,0\"><b data-path-to-node=\"16,0,0\" data-index-in-node=\"0\">Premium, Un-skippable Inventory:<\/b> Ads are typically served in full-screen, high-definition formats that viewers cannot skip, leading to exceptionally high completion rates.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"16,1,0\"><b data-path-to-node=\"16,1,0\" data-index-in-node=\"0\">Highly Engaged Audiences:<\/b> Co-viewing is common, meaning a single ad impression can reach multiple users in the same household simultaneously.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"16,2,0\"><b data-path-to-node=\"16,2,0\" data-index-in-node=\"0\">Granular Targeting:<\/b> Advertisers can target users based on demographics, geolocation, behavioral interests, and first-party data.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"16,3,0\"><b data-path-to-node=\"16,3,0\" data-index-in-node=\"0\">Measurable ROI:<\/b> With the right Mobile Measurement Partner (MMP), marketers can connect a TV view directly to a mobile app install.<\/p>\n<\/li>\n<\/ul>\n<h2 data-path-to-node=\"17\">What is CTV Attribution?<\/h2>\n<p data-path-to-node=\"18\"><b data-path-to-node=\"18\" data-index-in-node=\"0\">CTV Attribution<\/b> is the process of linking an ad exposure on a Connected TV to a downstream action taken by the user on a different device\u2014such as downloading a mobile app, making an in-app purchase, or signing up for a subscription.<\/p>\n<p data-path-to-node=\"19\">Because the user is watching an ad on their TV but taking action on their smartphone or tablet, marketers cannot rely on traditional mobile tracking methods like clicking a link. Instead, measuring CTV requires advanced <b data-path-to-node=\"19\" data-index-in-node=\"220\">cross-device attribution<\/b> to bridge the gap between the living room screen and the handheld device.<\/p>\n<h2 data-path-to-node=\"20\">How Affise MMP Measures CTV Attribution<\/h2>\n<p data-path-to-node=\"21\">Measuring the true impact of a CTV campaign requires specialized technology. <b data-path-to-node=\"21\" data-index-in-node=\"77\">Affise MMP<\/b> empowers marketers to correlate CTV ad impressions and clicks with downstream mobile installs and in-app events with pinpoint accuracy.<\/p>\n<p data-path-to-node=\"22\">Here is how Affise MMP handles complex CTV-to-mobile tracking:<\/p>\n<h3 data-path-to-node=\"23\">1. Cross-Device Deterministic &amp; Probabilistic Matching<\/h3>\n<p data-path-to-node=\"24\">Affise combines deterministic matching (via device IDs where applicable) with advanced probabilistic models. By analyzing signals like shared IP addresses, device usage patterns, and time-based correlations, Affise can accurately attribute an app install to a CTV ad\u2014even when users switch devices.<\/p>\n<h3 data-path-to-node=\"25\">2. Household Attribution<\/h3>\n<p data-path-to-node=\"26\">Because CTV ads are often viewed on a shared screen by multiple people, Affise utilizes <b data-path-to-node=\"26\" data-index-in-node=\"88\">Household Attribution<\/b>. This privacy-compliant model connects shared-screen ad exposure with measurable actions that occur on <i data-path-to-node=\"26\" data-index-in-node=\"213\">any<\/i> device in the same household. This provides statistically meaningful insights into ad effectiveness without relying on personal identifiers.<\/p>\n<h3 data-path-to-node=\"27\">3. Impression &amp; Click ID Capture<\/h3>\n<p data-path-to-node=\"28\">Affise MMP captures impression tokens, device identifiers, and click IDs from all major CTV platforms (Roku, Fire TV, Apple TV, Android TV). Whether a user downloads an app immediately after seeing an ad or scans an on-screen QR code, Affise traces the install back to its exact source.<\/p>\n<h3 data-path-to-node=\"29\">4. Privacy-First Data Handling<\/h3>\n<p data-path-to-node=\"30\">Built to meet GDPR, CCPA, and global privacy regulations, Affise provides end-to-end encryption and data anonymization, ensuring your CTV attribution remains compliant while delivering actionable ROI insights.<\/p>\n","protected":false},"template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false},"class_list":["post-58486","glossary-term","type-glossary-term","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Connected TV (CTV) Definition: Marketing Glossary | Affise<\/title>\n<meta name=\"description\" content=\"What is Connected TV (CTV)? 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