What CTV Shifting Gears Means for Advertisers
Connected TV, or CTV, refers to internet-connected televisions and streaming devices that deliver video content through apps rather than traditional cable. CTV shifting gears describes the rapid transition from linear TV to addressable, data-driven advertising on platforms like Roku, Amazon Fire TV, Apple TV, and smart TV operating systems. Global CTV ad spending reached an estimated 25 billion dollars in 2023, according to eMarketer, and is expected to keep growing as households cut traditional pay-TV subscriptions. Advertisers now use CTV to target specific households, measure impressions, and optimize campaigns in near real time, a shift that has changed the dynamics of the video ad market. Learn more about CTV advertising trends from Forbes.
The shift in CTV is driven by several converging factors, including the rise of ad-supported streaming tiers, improved identity solutions, and the expansion of programmatic buying. Major media companies such as Disney, NBCUniversal, and Warner Bros. Discovery now offer ad-supported versions of their streaming services, creating additional inventory for CTV buyers. Programmatic CTV allows agencies and demand-side platforms to buy ads across multiple apps through automated auctions, much like digital display advertising. These changes give marketers more control over reach, frequency, and audience segments than traditional TV buys ever provided.
Key Platforms and Players Driving CTV Shifting Gears
The CTV ecosystem includes device manufacturers, streaming platforms, ad tech vendors, and measurement providers. Roku remains one of the largest CTV platforms by active accounts in the United States, with its advertising platform enabling targeted video campaigns across its built-in channels. Amazon Fire TV and Tubi, which is owned by Fox Corporation, also command significant market share, offering advertisers access to large, engaged audiences. Apple TV+ operates primarily on a subscription basis but supports ads through its ad-supported tier, adding another major player to the CTV landscape. Roku Advertising provides details on CTV campaign formats and targeting options.
Measurement and Attribution in CTV
Measurement has been a central challenge in CTV, and several companies are shifting gears to address it. Nielsen, iSpot.tv, and Comscore now offer CTV-specific measurement products that aim to bridge the gap between traditional TV ratings and digital analytics. These tools help advertisers understand reach, frequency, and conversion metrics across streaming apps, which is critical for cross-channel campaigns. The ability to link CTV exposure to outcomes such as website visits or store visits is making CTV a more accountable channel for brand advertisers.
How CTV Shifting Gears Is Reshaping Ad Tech and Finance
From a finance and ad tech perspective, CTV shifting gears is creating new revenue streams for publishers, new tools for agencies, and new expectations from advertisers. Companies that build or invest in CTV infrastructure, such as data platforms, demand-side platforms, and measurement firms, are seeing increased demand for their services. Private marketplaces and preferred deals on CTV inventory allow brands to secure premium placements with guaranteed pricing, similar to direct TV buys but with more precision. The convergence of CTV with retail media networks is also opening up opportunities to tie ad exposure to e-commerce conversions.
Regulatory and privacy developments are also shaping the CTV landscape, as advertisers navigate rules around data collection, cross-device tracking, and consent. The evolving privacy environment in the United States and Europe is pushing CTV platforms and ad tech vendors to adopt cleaner data practices and transparent measurement standards. Companies that adapt quickly to these changes are positioned to capture market share as the CTV ecosystem matures.