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What is Connected TV (CTV)?
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Before moving forward, it is important to understand what CTV means in advertising. A connected TV is a device that is used to stream video content over the internet. There are different types of CTVs including:
Smart TVs
A Smart TV is an internet-connected television set that contains free and paid services such as YouTube, Netflix, Hulu, and others, eliminating the need for an add-on streaming device.
Connected Devices
These are over-the-top, or OTT, devices that plug directly into a television set, connect to the internet, and feature both free and paid streaming programs such as YouTube, Hulu, and others.
Gaming Consoles
Streaming apps on gaming consoles such as Xbox, Playstation, and Nintendo may be used to broadcast video content to television sets.
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