Programmatic TV — including CTV (connected TV) — buys television inventory through the same automated, data-driven process as digital.
How it differs from traditional TV buying
- Bought by audience, not by programme. Targeting uses data rather than assumptions about who watches what.
- No upfront commitments. Flexible buying instead of long negotiated contracts.
- Digital measurement — impressions, completion rates and frequency, with more granularity than panel-based ratings.
- Accessible budgets. Programmatic makes TV reachable for advertisers who could never buy it traditionally.
Formats
Video creatives — VAST 2/3/4, MP4 — served into CTV inventory alongside desktop and mobile. See What are the benefits of video advertising?.
What makes CTV distinctive
- Non-skippable and full-screen. Completion rates are far higher than in-browser video.
- Household-level, not individual. A shared screen means shared exposure — plan frequency at household level.
- No clicks. Measure through uplift, site traffic and conversions attributed by other means.
Practical advice: frequency capping matters more here than anywhere else. The same ad repeating through a viewing session is the fastest way to turn reach into irritation.
Related: What are the benefits of video advertising? · What is DOOH (Digital Out-of-Home) advertising?
Sep 7, 2026