Market
CTV (connected TV)
Connected TV is advertising delivered to internet-connected television screens through streaming applications, combining television's brand impact with digital targeting and measurement.
Last reviewed
In detail
CTV occupies a specific strategic position for Chinese outbound advertisers: it delivers the brand-building effect of television in the destination market while remaining measurable in a way traditional linear television is not.
It is also highly fragmented from a buyer's perspective. Premium CTV inventory is generally sold through direct relationships or curated programmatic deals, both of which require a contracting counterparty in the destination market, so scale is assembled deal by deal rather than bought in one place.
This combination — high demand, low accessibility — is why CTV is one of the three inventory families Mammoth prioritises.
Related terms
- China outbound advertising
- China outbound advertising is advertising bought by Chinese companies to reach audiences outside mainland China, as part of international expansion.
- Brand safety
- Brand safety is the practice of ensuring advertising does not appear adjacent to content that would damage the advertiser's reputation, and that a media owner's inventory does not carry advertising that breaches its own standards.
- DSP (demand-side platform)
- A demand-side platform is software that lets advertisers and agencies buy advertising inventory programmatically across many publishers through automated real-time bidding.