Adly Media Blog

In recent years, streaming television—often called Connected TV (CTV)—has dramatically reshaped the way people consume content. The days of flipping through cable channels or waiting for prime-time slots are fading. Instead, viewers are watching what they want, when they want, across smart TVs, streaming sticks, and mobile devices.

This change isn’t just affecting viewers—it’s transforming the advertising landscape as well. Marketers and business owners are now shifting budgets away from traditional broadcast TV in favor of more targeted, measurable, and flexible CTV campaigns.

How CTV Advertising Works?

Targeting on CTV (Connected TV) works by using data-driven strategies to reach specific audiences watching TV content via internet-connected devices (like smart TVs, Roku, Fire Stick, Hulu, etc.). Unlike traditional TV ads that are broadcast to broad audiences, CTV ads are highly targeted, similar to digital display or social media ads.

Here’s how it works step by step:

1. Audience Data Collection

CTV platforms collect data from various sources, including:

• Device data (IP address, device type)
• Viewing behavior (shows, apps, genres watched)
• First-party data (from advertisers or platforms like Hulu, YouTube TV)
• Third-party data providers (Oracle, Experian, LiveRamp, etc.)
• Location data (based on IP or GPS)

2. Audience Targeting Options

CTV advertisers can target viewers based on:

Demographics

• Age, gender, income, education, etc.

Geography

• Country, state, city, zip code, DMA (Designated Market Area)

Behavioral Data

• Past viewing habits
• Web browsing or app usage (from cross-device graphing)

Interests and Intent

• Auto intenders, home buyers, travel planners, etc.

Contextual Targeting

• Type of content or genre (e.g., streaming crime dramas or kids’ shows)

Retargeting

• Serving ads to users who visited your website or engaged with your brand elsewhere online.

Lookalike Audiences

• Reaching users similar to your best customers.

3. Programmatic Ad Buying

Most CTV ads are bought programmatically via demand-side platforms (DSPs) like The Trade Desk and Google DV360. You set targeting parameters, budget, and creative, and the system:

• Bids on inventory in real-time, also known as RTB
• Serves your ad to the right viewer at the right time
• Optimizes performance automatically

4. Cross-Device and Household Targeting

Because CTV is often tied to an IP address, platforms can target entire households and connect ad exposure to behavior on other devices:

• See an ad on TV → convert on a phone or laptop
• Enables attribution and ROI tracking

5. Measurement & Reporting

You can track:

• Impressions & CPM
• Completion rate (how many viewers watched your ad to the end)
• Engagement on other devices
• Lift in website visits or conversions

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In Summary:

CTV targeting combines the best of TV branding power with the precision of digital targeting. It enables:

• Hyper-local campaigns
• Retargeting and frequency control
• Attribution to outcomes (site visits, app installs, purchases)

CTV targets users by combining:

• Device-level data (IP, device type)
• Behavioral and demographic data
• Cross-device activity
• Programmatic ad tech

This allows advertisers to deliver the right message to the right household at the right time, and even track results across devices.

Ready to Launch Your First CTV Campaign?

At Adly Media, we help businesses of all sizes plan, buy, and optimize results-driven CTV campaigns. From strategy and creative to execution and reporting, we make premium TV advertising accessible and effective.

Contact us today to learn how CTV can transform your marketing strategy.