Connected TV (CTV) is a central component of the digital video and TV landscape. With the growing use of streaming services and internet-enabled TV sets, a diverse and technologically complex ecosystem has emerged.

This glossary explains the most important terms from the CTV and advanced TV landscape and provides a structured guide to ensure a consistent understanding of key concepts, technologies, and metrics in connected TV advertising.

A

Addressability 

The ability to deliver different ads to different audience segments based on data signals (e.g., household, device, behavioral data). In CTV and Advanced TV, addressability enables more precise, data‑driven targeting compared to traditional, non‑addressable linear TV. 

  Advanced TV 

Advanced TV is a term used to reference various forms of streaming TV content, such as video on demand (VOD), connected TV, TV everywhere, and programmatic TV. It is used for all forms of television that are not viewed on a television through a broadcast, cable, or satellite connection. 

Advertising-Based Video on Demand (AVOD) 

A streaming model in which content is provided for free and financed through advertising. Unlike FAST channels, AVOD is not curated in a linear fashion but is based on on-demand content. AVOD is an important component of the CTV ecosystem. 

Autoplay Video Ad 

A video ad that starts playing automatically without explicit user initiation. In CTV, autoplay is typically tied to content playback, e.g., pre‑roll starting when the stream starts, whereas on the web it may trigger on page load or scroll. 

B

Bitrate 

The amount of data transmitted or encoded per second in a digital video stream, typically measured in kilobits per second (kbps) or megabits per second (Mbps). In CTV, bitrate directly impacts video quality, buffering, and bandwidth usage.   

Branded Video Content 

Video content funded, produced, or co‑created by a brand, designed to entertain or inform rather than explicitly promote a product. In CTV environments, branded content can appear as long‑form shows, sponsorships, or integrations within streaming platforms.   

Broadcaster VOD (BVOD) 

Video-on-demand services operated by traditional TV broadcasters, offering catch‑up and on‑demand access to their programming, often funded by advertising and free to the user. BVOD is typically accessed via CTV apps, mobile, or web and is considered premium broadcaster inventory. 

C

Completion Rate (Video Completion Rate, VCR) 

The share of video ads that are watched to completion. In the CTV environment, this is typically higher than in traditional digital video environments, as content is consumed in a lean-back context. 

Connected TV (CTV) 

Television devices with internet connectivity (e.g., smart TVs, streaming devices) through which digital content and advertising are delivered. CTV combines the reach of traditional TV viewing with the controllability of digital advertising. 

Co-Viewing 

The situation in which two or more people watch video content together on the same screen at the same time (e.g., multiple household members watching a CTV in the living room). Co‑viewing is important in CTV measurement because it affects household reach, audience composition etc.   

Cross-Screen / Multiscreen 

A strategic approach to campaign delivery across multiple devices (TV, mobile, desktop). 

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F

Free Ad-Supported Streaming TV (FAST) 

Linear, ad-supported streaming channels without a subscription. FAST combines the traditional TV experience with digital addressability and is a growing part of the CTV market. 

First-Party Data 

Data that a company collects directly from its users (e.g., login data, CRM data). A key foundation for targeting and measurement. 

H

Household Targeting 

An approach to audience targeting based on device or household-level information instead of individual user profiles. In the CTV context, this is common, as content is often consumed on shared devices. 

Household Reach  

The number or percentage of unique households exposed to a campaign on CTV over a defined period. Household reach is a core CTV measurement concept, as impressions are typically counted at the device or household level rather than at the individual user level. 

I

In-stream Video Ads 

Video ads that play within video content, typically as pre‑roll (before), mid‑roll (during), or post‑roll (after) the main content. In CTV, in‑stream ads are the primary ad format and often mirror traditional TV spot lengths (e.g., 10–30 seconds), but can also include longer or interactive formats. 

L

Linear TV 

Linear TV is a traditional system in which a viewer watches a scheduled television program on its original channel and at the time it is broadcasted. 

O

Open Web 

An open digital ecosystem in which inventory is programmatically accessible across various publishers and platforms. In contrast to walled gardens, the open web offers greater flexibility but also higher complexity. 

OTT (Over-the-Top)  

 The delivery of video content over the internet instead of through traditional broadcast, cable, or satellite television providers. 

P

Programmatic Advertising 

The automated buying and selling of advertising inventory via digital platforms in real time. 

S

Sell-Side Platform (SSP) 

A technology platform that enables publishers to programmatically offer and manage their advertising inventory. 

Smart TV  

 A TV that connects to the internet and provides direct access to streaming platforms, apps, and digital content without requiring a separate streaming device. 

Streaming Device / Streaming Box / Stick  

An external device connected to a television that enables access to streaming content, CTV apps, and internet-based video services. Examples include Roku, Fire TV, Apple TV, and Chromecast. 

Streaming 

A way of consuming video and audio content online through connected devices such as Smart TVs, smartphones, tablets, or computers. 

Subscription Video on Demand (SVOD)  

Subscription‑based VOD (e.g., Netflix, Disney+) is a streaming service model where users pay a recurring monthly or annual fee to access an extensive library of on-demand video content.  

V

Video on Demand (VOD) 

The on-demand access to video content at a time chosen by the user, independent of scheduled programming. VOD is a core component of modern streaming services. 

W

Walled Gardens 

Closed platform ecosystems with proprietary data and limited transparency (e.g., major platform providers). In contrast to the open web, they offer high reach but limited control and integration capabilities.