What is CTV and Addressable TV?

Corina Alonso Updated by Corina Alonso

CTV and Addressable TV is a hybrid between traditional TV ads and digital technology. CTV and Addressable TV use programmatic technology and advanced audience segmentation to deliver specific TV ads at a household level in real time. This means that advertisers can now buy audiences instead of programs — similar to the programmatic display and video buying processes utilized on computers and mobile devices. Segmentation can occur at geographic, demographic, and behavioral levels. In other words, CTV and Addressable TV allow advertisers to show different TV ads to different households, watching the same TV programs based on their geographic, demographic, or behavioral profile.

The CTV and addressable TV measurement tool is an add-on feature in our AudienceReport tool. If you like to buy the CTV Addressable TV module you can contact your Customer Success Manager at AudienceProject.

How are CTV and Addressable TV measured?

The measurement of CTV and Addressable TV is based on our proprietary AudienceGraph. The AudienceGraph ties devices in households to their shared IP address. This enables us to connect an impression on an IP address to panelists without reading cookies, which allows us to determine whether a person in a household has been exposed to a campaign without necessarily having a cookie on the person.

Unlike most computers and mobiles, CTV and Addressable TV devices tend to be used by multiple persons in a household and don’t provide us with a cookie or mobile advertiser ID that we can link to a single person. As a result, enabling this feature will provide insights on a household level, not on an individual level, and may, therefore, result in numbers that are less accurate.

What are the available CTV and Addressable TV device types?

We are currently measuring the following CTV and Addressable TV devices:

  • Amazon Fire TV
  • Android TV
  • Apple TV
  • Chromecast
  • Console (PlayStation, Nintendo, and Xbox)
  • HbbTV
  • Roku
  • Samsung Smart Hub
  • YouView
  • Web TV - TV being streamed from bigger national TV stations 

What is the CTV Addressable TV measurement availability?

CTV and Addressable TV measurement are available in the following countries: the UK, Germany, Denmark, Sweden, Norway, and Finland.

If you would like to purchase the CTV and Addressable TV add-on, please reach out to your Customer Success Manager at AudienceProject.

You can also reach out to support@audienceproject.com if you have further questions.

How did we do?

Activate the CTV module