Connected TV (CTV) & OTT
Connected TV (CTV) refers to internet-connected televisions and streaming devices, while Over-The-Top (OTT) refers to the video content delivered via the internet, bypassing traditional cable boxes.
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What is a Connected TV (CTV) & OTT?
Connected TV (CTV) are television sets or set-top devices that deliver video content over an IP connection (built‑in smart TV OS or external devices like Roku, Amazon Fire TV, Apple TV). Over‑the‑top (OTT) refers to delivery of video and audio services directly over the internet, bypassing traditional cable or broadcast distribution; CTV is the primary consumer endpoint for OTT streaming services.
Key Connected TV (CTV) & OTT Companies
Innovid
CTV-first ad serving, creative and measurement software for enterprises.
GumGum
Privacy-first contextual and attention advertising platform for programmatic media.
Vevo
Ad-supported music video network selling premium cross-screen inventory.
Adtelligent
Programmatic ad tech stack for buyers, publishers and retailers.
DoubleVerify
Adtech platform for media quality, measurement and optimisation.
Equativ
Programmatic adtech platform spanning SSP, DSP, retail media and CTV.
TelevisaUnivision
Spanish-language broadcaster and streamer monetising audiences through ads and subscriptions.
Adtarget.me
Full-stack AdTech suite for buying, serving and measuring advertising.
Attekmi
White-label ad exchange and ad server software for publishers.
Magnite
Independent sell-side ad tech platform for publishers and streaming inventory.
Smartme Analytics
Independent crossmedia measurement platform for advertisers, agencies and broadcasters.
View TV
FAST streaming infrastructure and CTV monetisation platform.
Broadpeak
Video streaming infrastructure software for OTT, telecom and broadcaster operators.
Nexxen
Independent adtech platform for buying, selling and measuring digital media.
MFE MediaForEurope
Pan-European broadcaster and media group monetising audiences through ads and content.
Cineverse
Niche streaming owner with adtech and streaming infrastructure products.
iProspect
Global dentsu media agency for performance-led digital marketing.
The Walt Disney Company
Global media owner spanning streaming, sports, studios and advertising.
Krush Media
Programmatic media platform and managed monetisation partner for brands and publishers.
Lotame
Data collaboration and identity platform for audience activation.
PlayBox Technology
Broadcast playout, OTT streaming and monetisation software for media operators.
RTL Group
European broadcaster, streamer, ad seller and content producer.
AMC Networks
TV networks and niche streaming subscription media company.
DCMN
Managed growth marketing agency focused on cross-channel video performance.
Next Millennium
Publisher monetisation and managed programmatic advertising platform.
Illuma
Privacy-first contextual adtech for targeting and inventory optimisation.
Strategus
Managed CTV and programmatic advertising services for brands and agencies.
Cadent
Unified TV and video advertising platform for cross-screen activation.
Amagi
Cloud platform for FAST, OTT operations and CTV monetisation.
Index Exchange
Independent supply-side platform for programmatic monetisation and curated deals.
Locality
Local TV and streaming advertising platform for cross-channel media buying.
Beatgrid
Cross-media ad measurement platform using ACR and panel data.
Seven.One Entertainment Group
German broadcaster-led entertainment and advertising monetisation group.
smartclip
Broadcaster-focused adtech stack for converged TV and digital monetisation.
Adloox
Ad verification and measurement software for programmatic advertising.
Emodo
Programmatic advertising platform for buying media, audiences and curated supply.
NBCUniversal
Diversified media group spanning TV, streaming, studios and advertising.
Infront Sports & Media
Sports media rights and commercial services company for sports organisations.
Nielsen
Media measurement, ad intelligence, and content data provider.
Operative
Enterprise media ad operations and revenue workflow software.
Smartly
Cross-channel advertising software for creative, media and measurement.
KONODRAC
OTT, CTV and HbbTV analytics plus monetisation software.
Dstillery
Predictive audience targeting and activation software for programmatic buyers.
Adswag
Dutch adtech firm for ad operations, marketplaces and branded content.
BlueOak
Cross-channel media optimisation software and performance buying services.
PubMatic
Independent adtech platform for publisher monetisation and programmatic supply.
Accedo
B2B OTT software and services for streaming platforms.
SoD ScreenOnDemand
Multiscreen advertising platform for cross-device delivery, data and creatives.
Pixalate
Ad verification and fraud analytics for programmatic media quality.
HIGH VIEW
DACH media owner operating TV, FAST and streaming channels.
TripleLift
Creative-first SSP for curated programmatic advertising.
Vizrt
Broadcast software platform for live graphics, production and media workflows.
mediasmart
Mobile-first DSP for omnichannel programmatic advertising and measurement.
Stingray
Digital music, video and retail audio media company.
Madhive
CTV advertising platform for local and regional programmatic campaigns.
MiQ
Programmatic media partner combining trading technology, analytics and managed services.
Lumine Group
Buy-and-hold owner of communications and media software businesses.
OpenX
Independent SSP and ad exchange for premium programmatic inventory.
Stats Perform
B2B sports data, analytics and content technology provider.
XroadMedia
OTT personalisation software for broadcasters, streamers and operators.
ShowHeroes
Video-first publisher monetisation and contextual advertising platform.
Basis Technologies
Omnichannel media buying and workflow platform for advertisers and agencies.
Bertelsmann
Diversified media, publishing and services holding company.
Engage Media TV
Publisher monetisation infrastructure for video, audio and app advertising.
LoopMe
Adtech platform for programmatic media, in-app monetisation and measurement.
SMT
Sports technology platform for live data, graphics and virtual broadcast ads.
Synamedia
B2B video software and TV advertising monetisation provider.
JWP Connatix
Video delivery and monetisation software for publishers and broadcasters.
Search, video, adtech and cloud giant within Alphabet.
KERV.ai
Contextual video adtech for interactive commerce and attention measurement.
Semcasting
Identity resolution and audience activation for privacy-safe omnichannel advertising.
Perion
Omnichannel adtech platform for advertisers, agencies and publishers.
Allen Media Group
Diversified media owner across TV, streaming, publishing and film.
FreeWheel
Premium video ad tech for publishers, buyers and agencies.
Sky
UK subscription TV, streaming and advertising sales company.
Captify
Search-intelligence adtech platform for targeting, activation and measurement.
Edge226
Performance adtech platform for app growth and monetisation.
Kargo
Premium adtech platform for programmatic, creative and retail media.
MediaJel
Compliance-first programmatic advertising platform for regulated industries.
Pixability
YouTube advertising software and managed services for brands and agencies.
Protected by Mediaocean
Ad verification software for fraud, brand safety and attention measurement.
The Ad Group
B2B adtech software for monetisation, media buying and retail media.
Crimtan
Programmatic advertising platform and managed service provider for brands and agencies.
LTN
B2B video transport and broadcast workflow infrastructure provider.
Sahar Media
Independent UAE programmatic trading desk and digital media services firm.
Xapads
Programmatic advertising platform with DSP, SSP, CTV and managed services.
3Q
German B2B video infrastructure and streaming software provider.
WPP
Global marketing services group with agencies, media operations and AI software.
StreamLayer
Interactive ad infrastructure for live streaming and CTV.
Adform
Independent ad tech stack for buying, serving and monetising media.
AUDIENCEX
Programmatic DSP and managed media buying platform.
Eskimi
Programmatic adtech platform for media buying, targeting, and publisher monetisation.
Lumen Research
Attention measurement and media optimisation for advertisers and agencies.
ViralGains
Privacy-first adtech for zero-party data capture and activation.
Go See TV
FAST TV platform and channel operator for broadcast monetisation.
Publicis Groupe
Global advertising, media, consulting and data services group.
Scope3
Programmatic advertising software for quality, optimisation and carbon-aware media decisions.
Cognitiv
AI-native adtech platform for programmatic buying and targeting.
Zefr
Brand safety and suitability software for walled garden video advertising.
ADFTECH
Brazilian adtech firm offering managed media buying and ad serving.
How Connected TV (CTV) & OTT fit into the ecosystem
Think of the CTV/OTT ecosystem like a modern marketplace where the storefronts are streaming apps and the aisles are device platforms. Content owners and app developers supply inventory, platform owners (Roku, Samsung, Amazon, Apple) control distribution and UX, and ad tech (SSPs, ad exchanges, DSPs, ad servers) connects advertiser demand to available ad slots either programmatically or via direct deals. You'll find ad insertion is increasingly server‑side (SSAI) to ensure smooth playback, with ads delivered as pre‑rolls, mid‑rolls, overlays or interactive units while identity solutions and measurement vendors stitch cross‑device reach and attribution together. Latency, privacy signal availability and SDK restrictions drive choice of integrations and directly affect fill rates and reporting quality.
Market structure and positioning
Buyers are primarily brand advertisers, agencies and demand‑side platforms buying via programmatic auctions, PMPs or guaranteed buys; sellers include broadcasters, streaming publishers, FAST/AVOD platforms and app developers monetizing ad inventory. Platform and device owners act as gatekeepers, influencing access, data signals and revenue share; SSPs and exchanges provide liquidity and price discovery. Revenue models span AVOD, ad‑supported SVOD tiers, FAST channels, direct sponsorships and programmatic guaranteed deals, with premium inventory often sold through private marketplaces. Privacy regulation and regional market dynamics (US, EU, APAC) shape identity solutions, measurement standards and therefore how inventory is valued and transacted.