Connected TV (CTV) has become a central part of how audiences spend their time. By 2025, nearly one-third of all digital media time will be devoted to CTV. Viewers are engaging with a growing mix of streaming services, many of which now offer lower-cost, ad-supported tiers.
This expansion is creating new opportunities for advertisers. For ad buyers, the decision is critical. The choice of CTV platform shapes reach, targeting accuracy, and the ability to measure outcomes with confidence. Clear evaluation criteria help ensure return on that CTV advertising investment.
What is a CTV Platform?
A CTV platform is the technology advertisers use to buy, manage, and measure ads across connected TV inventory. Instead of working directly with individual publishers or streaming apps, a CTV platform serves as the centralized hub where campaigns are planned, targeted, and optimized.
It's important to distinguish between the streaming services viewers subscribe to and watch, and the advertising platforms that provide access to those services. Streaming services deliver the content, while platforms like AdRoll and other demand-side platforms (DSPs) provide the tools to place ads within that content at scale.
Evaluating these platforms can be challenging. Audiences are distributed across dozens of streaming options, each with its own ad formats, data policies, and cost structures. Some platforms specialize in premium inventory, while others focus on scale or advanced targeting. Buyers need to weigh these differences carefully to identify which solution aligns with campaign goals and internal resources.
What’s the difference between CTV, linear TV, and digital video ads?
Let’s break down where CTV falls between linear TV and digital video:
Feature | Linear TV | Connected TV (CTV) | Digital video |
Delivery | Broadcast, Cable, or Satellite via fixed schedules. | Streaming content via internet on a TV screen. | Web/App-based (YouTube, social) on personal devices. |
Primary device | Traditional TV set | Smart TVs, Roku, Apple TV, Fire Stick, Gaming Consoles | Mobile, desktop, tablet |
Targeting | Broad: Based on program genre, time of day (dayparts), and DMAs. | Precise: Household-level, behavioral, and first-party data. | Granular: Individual-level, search history, and real-time clicks. |
Measurement | Panel-based: Nielsen ratings, GRPs, and estimated reach. | Full-funnel: Verified impressions, completion rates, and attribution. | Full-funnel: Direct clicks, view-throughs, and instant conversions. |
Ad load | High: 12–16 minutes of ads per hour. | Lower: 4–9 minutes of ads per hour. | Variable: Often skippable or short non-skippable "bumps." |
Interactivity | Passive: Viewers watch without direct interaction. | Interactive: QR codes, "pause" ads, and shoppable overlays. | Interactive: Clickable links, "Buy Now" buttons, and social engagement. |
The State of the CTV Platform Market
For advertisers, staying aware of trends in the CTV market is essential when evaluating platforms and planning long-term strategy.
Growth trends
Time spent with CTV is rising sharply. In 2020, the average U.S. viewer spent 1 hour and 22 minutes per day using CTV. By 2026, that figure is expected to climb to 2 hours and 37 minutes.
Several premium streaming services have introduced lower-cost, ad-supported tiers. These make access easier for viewers and broaden the supply of addressable inventory for advertisers.
Viewer behavior
Viewers give more attention to ads on CTV than on linear TV. For example, in Q1 2024, ad attention on CTV reached 51.5%, while attention on linear TV stayed flat.
More people prefer free or ad-supported streaming when available. In 2025, ad-supported tiers accounted for a majority of new streaming subscriptions, and more overall viewing is moving toward ad-supported content over ad-free plans.
Implication for buyers
Advertisers are discovering how central CTV is to media mix planning. Platforms that provide broad reach, flexibility, strong measurement, and access to ad-supported content will give brands an advantage. Delaying investment in CTV risks missing out on audience shifts and paying premiums for inventory as demand outpaces supply.
For deeper statistics, see CTV Insights: More CTV Platforms Means More Time Spent with CTV.
How CTV is Measured: The Basics
CTV campaign performance cannot be measured through Clicks, CTR, CPC. However, there are still many KPIs you can track. Here’s what we help you track for CTV at AdRoll:
Performance | Video Engagement | Conversion |
|---|---|---|
Spend Impressions Daily Device Frequency CPM | Video Completion Rate Video Views to 25% Video Views to 50% Video Views to 75% Video Views to 100% | Conversions CPA VTC VTC Rate Attributed Revenue View-Attributed Revenue ROAS View ROAS Influenced Conversions Influenced Revenue |
Key Features to Evaluate in a CTV Platform
Not all CTV platforms are created equal. To make the right selection, buyers should focus on a set of core features that directly affect campaign performance and scalability.
Inventory access
The strength of a CTV platform often begins with its inventory. A robust platform provides access to a wide mix of streaming services — both premium subscriptions and free, ad-supported options. This breadth ensures campaigns reach viewers where they are actually watching, whether that's bingeing original series on a household name streamer or browsing free, ad-supported apps.
Audience targeting
CTV's value comes from its ability to deliver precise targeting. The best platforms go beyond broad demographics, enabling buyers to refine campaigns by behavioral signals, interests, past purchase activity, and contextual relevance. Advanced platforms also provide lookalike modeling and retargeting that improve efficiency over time.
Integration
Few advertisers want to manage CTV in a silo. A strong platform allows for cross-channel orchestration, making it possible to plan and measure campaigns across display, social, mobile, and CTV in one place. This integration prevents wasted spend and supports a more cohesive customer journey.
Measurement and attribution
Proof of performance is a must. Buyers should evaluate platforms for their ability to report on impressions, view-through rates, conversions, and brand lift. Granular reporting — like household reach and frequency — helps justify investment and optimize future campaigns. Without these insights, it becomes difficult to secure an ongoing budget.
Flexibility
Every team has different levels of in-house expertise. Platforms that offer both self-service controls and managed-service support allow advertisers to choose the model that fits their resources. Flexibility is key, whether you're testing CTV for the first time or scaling into a mature program.
See our guide to Mastering CTV for Full-Funnel Strategy for a closer look at how these features work together across the customer journey.
Comparing CTV Platforms: What to Look For
Once you understand the essential features, the next step is comparing platforms side by side. A structured framework helps ensure you're evaluating solutions against the same criteria rather than relying on sales pitches or surface-level claims.
CTV Platform Evaluation Checklist
When comparing CTV platforms, look closely at:
Reach — Does the platform provide access to a wide range of publishers and streaming apps, or is inventory limited to a handful of services?
Audience quality — Beyond total reach, how effectively does the platform deliver your target audience? Consider available data integrations, third-party segments, and retargeting options.
Reporting depth — Are you able to measure performance at the household and campaign level? Look for reporting on attention, conversions, brand lift, and frequency management.
Cross-channel capabilities — Does the platform allow you to manage campaigns across display, social, and mobile in addition to CTV? Integrated management avoids siloed spending and fragmented reporting.
Cost models — Understand whether the platform offers transparent CPM pricing, flat rates, or hybrid models. Flexibility in buying models helps balance efficiency with budget control.
This framework should help your team simplify vendor selection and create a defensible business case for stakeholders who want proof that the chosen platform will deliver measurable value.
It’s also important to remember that even strong platforms can fall short in areas that matter. Be cautious of:
Siloed data that prevents you from measuring the impact of CTV alongside other channels.
Limited transparency around inventory sources, pricing, or campaign reporting.
Narrow inventory that looks strong on paper but excludes premium publishers or high-engagement apps where your audience actually spends time.
Getting Stakeholder Buy-In
Even when the benefits of CTV are clear, gaining approval from leadership or finance teams often requires a stronger business case. Decision-makers want proof that new investments will deliver measurable impact and fit within existing strategies.
Make the case with data
Start with attention metrics. CTV ads achieve significantly higher viewer attention compared with linear TV, which directly supports brand-building objectives. Pairing these numbers with your own campaign goals helps demonstrate that CTV delivers not just impressions, but valuable engagement.
Position CTV as a complement
CTV does not need to replace existing investments in digital or linear channels. Instead, it works best as part of a holistic strategy, extending reach to households that are increasingly unreachable through traditional TV and reinforcing messaging across other digital touchpoints.
Show the cost advantage
Linear TV campaigns often carry high production costs and broad reach with limited targeting. CTV platforms allow you to reach the same household screen with precision and efficiency, aligning spend with the audiences most likely to convert.
What AdRoll Offers as a CTV Platform Partner
When selecting the right CTV platform, it’s important to find a partner that can deliver measurable outcomes across every channel where your audience spends time. AdRoll provides advertisers with the tools and insights to make CTV campaigns both effective and efficient.
Here's how AdRoll performs across the key criteria that define a high-performing CTV platform:
What to Look For in a CTV Platform | How AdRoll Delivers |
Reach | Access to premium and free streaming inventory through programmatic exchanges, reaching audiences across CTV, display, and mobile from one platform. |
Audience Targeting | AI-driven audience modeling identifies and engages high-value viewers based on intent, behavior, and conversion data. |
Reporting & Attribution | Unified cross-channel reporting with household-level measurement and transparent performance insights. |
Cross-Channel Integration | Seamless orchestration of campaigns across CTV, display, and social for cohesive storytelling and shared data. |
Pricing Flexibility | Transparent CPM pricing and optimization powered by AdRoll's BidQ AI bidder to maximize ROI. |
Platform Support | Flexible options for self-service or managed-service models, built to scale with advertiser needs. |
Continuous Optimization | Real-time AI learning that improves targeting accuracy and bidding performance with every campaign. |
Watch our CTV Ads That Perform webinar to see how AdRoll combines smarter targeting with proven outcomes.