Connected TV (CTV)

Connected TV (CTV) references a device that receives content over the internet, such as a smart TV or streaming device. It allows for on-demand viewing and a more personalized experience. This includes devices like Roku, Apple TV, Amazon Fire Stick, and Chromecast.

CTV is a subset of "Over the Top," or OTT. For example, watching Netflix on a smart TV is CTV, but watching Netflix on a mobile device is OTT.

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