CTV vs OTT – What’s the difference?
The streaming terms CTV (Connected TV) and OTT (Over-The-Top) are often used interchangeably but are they one-and-the-same?
CTV guarantees streaming across the “big screen” or traditional television where OTT is more generic and could imply other devices, including laptop, mobile, and tablet. Even so, OTT advertising primarily serves on televisions (usually 90%+ of the time), which is why many confuse OTT as another name for CTV.
Marketers have increasingly adopted the term CTV over OTT because it has “TV” in the name. It sounds more valuable and understandable, even if there is technically a difference.
From a streaming advertising standpoint, it’s probably not that important to differentiate these two terms as similar as they are.
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