What is CTV advertising?

Connected TV (CTV) refers to television content streamed through an internet-connected TV or streaming device, such as a Smart TV, Roku, Apple TV, or similar device.

CTV advertising delivers video ads within these streaming experiences.

💡 CTV is part of the broader OTT streaming ecosystem. OTT describes video content delivered over the internet, while CTV refers specifically to that content being viewed on an internet-connected television or streaming device. It combines the large-screen viewing experience of television with digital capabilities such as audience targeting, programmatic delivery, and performance measurement.

What makes CTV different?

CTV combines the attention of television with many of the targeting, measurement, and optimization capabilities of digital advertising.

Compared with traditional TV, CTV campaigns can use audience and location signals to determine where ads are delivered instead of relying only on channels and broadcast schedules.
Compared with social or display advertising, the experience happens on a television screen. CTV exposure is typically view-based rather than click-led, and viewers may take action later on another device.

This gives advertisers the following important advantages:

Relevant audience delivery — Reach households using eligible audience, location, interest, and other targeting signals.
High-impact viewing — Deliver full-screen video within the television viewing experience.
Measurable performance — Connect exposure with downstream actions and optimize toward campaign goals.

💡 CTV combines the impact of television with the targeting, measurement, and optimization capabilities of digital advertising.

Where do CTV ads appear?

In AI Dash, standard CTV advertising is delivered as in-stream video within streaming content.

The ad typically takes over the television screen during an advertising break, similar to a traditional TV commercial. Depending on the publisher and content, it may appear:

Before the content begins (Pre-roll)
During the content (Mid-roll)
After the content ends (Post-roll)

During a mid-roll break, the program pauses while one or more video ads play. When the commercial break ends, the viewer returns to the program.

For example, Hulu inserts video commercials into standard long-form content commercial breaks; Peacock typically shows advertisements before and in the middle of the viewing experience; Tubi uses short ad breaks during movies and TV shows; and Pluto TV uses short commercial breaks across live TV channels, shows, and movies.

💡 The standard AI Dash CTV experience is a full-screen video commercial presented within the streaming viewing experience. Publisher and placement availability depends on available inventory and campaign settings.

How CTV measurement works

CTV ads are typically viewed rather than clicked. AI Dash uses household-level, view-through attribution to connect a CTV ad exposure with actions that happen later on another device.

The ad is viewed on a CTV device.
AI Dash records the ad exposure and the household IP address.
Someone in the same household takes action.
The viewer may later visit the advertiser's website or complete another tracked action from a phone, tablet, or computer connected to the same household network.
The exposure and action are matched.
If the IP matches an exposed household within the applicable attribution window, the eligible action can be attributed to the campaign and reported in AI Dash.

💡 CTV measurement connects the TV exposure with downstream activity at the household level, even when the action happens on another screen.　

How CTV campaigns work in AI DASH

A CTV campaign in AI DASH follows a simple flow:

Choose your goal — Define what you want the campaign to achieve.
Set your targeting and budget — Define who you want to reach and how the campaign should deliver.
Add your creative — Select the video ads you want to run.
Launch your campaign — AI DASH delivers your ads across eligible CTV inventory.
Measure results — Review delivery and performance as campaign data becomes available.

💡 How AI DASH helps: A CTV campaign does not stop at launch. AI DASH continues making decisions as the campaign runs—from finding relevant audiences, to protecting spend before and after delivery, to adapting bids and budget as performance changes.

Key metrics to know

Here are a few metrics you'll commonly see in AI DASH:

Impressions — The number of times your ad was served.
Households — The number of distinct households reached by your campaign. A household may include multiple people and connected devices sharing the same home network.
CPM — The cost per 1,000 impressions.
Video Completion Rate — The percentage of video impressions watched to completion.
Results — Actions measured based on your campaign goal.
Cost per Result — The average cost to generate one result.

The metrics that matter most depend on your campaign goal.

Next steps

Ready to launch your first campaign on AI DASH?

Before you get started, we recommend going through our checklist to make sure everything is ready.

Follow Your First Campaign Checklist to prepare for your first launch.

CTV Advertising Basics