What is CTV advertising?
Connected TV advertising delivers video ads on internet-connected televisions and streaming devices — Roku, Fire TV, smart TVs, and gaming consoles — with the reach of television and the targeting of digital. LtvAdx is the exchange layer connecting buyers to premium CTV inventory through VAST, SSAI, and OpenRTB.
<10ms
VAST latency
VAST 4.2
Standard
SSAI + CSAI
Delivery
Built for TV — not repurposed web tech
Pod-aware trafficking, household frequency caps, and broadcast-grade SLAs from day one.
Definition and formats
CTV ads are full-screen video units in OTT apps and FAST channels, sold direct, programmatic guaranteed, or via open auction.
Targeting capabilities
Geography, genre, device, daypart, and household segments replace blunt demographic ratings with addressable precision.
Measurement standards
VCR, viewability, reach, and frequency on household graphs align buyer and seller expectations beyond legacy GRPs alone.
How it works on your stack
Select any stage to see the detail.
Stage 01
Why brands are shifting budget to CTV
- Reach cord-cutters unavailable in linear ratings
- Genre-level buying without full network rotations
- Improved fraud and quality vs open mobile web
Platform capabilities
Everything operators and traders need — without bolting on a second ad server.
Delivery mechanics
SSAI inserts ads into streams server-side; CSAI fetches VAST client-side. LtvAdx supports both with unified reporting.
Pricing models
CPM remains dominant; PG and PMP deals mirror upfront guarantees. Performance buyers layer attribution where permitted.
How exchanges fit
Exchanges like LtvAdx aggregate supply, run auctions, and enforce policy between publishers and DSP buyers at scale.
Our brand moved thirty percent of video budget to CTV once measurement caught up to TV expectations. LtvAdx was the platform that made it operable.
— CMO, National Retail Brand
CTV Education
Ready to trade TV inventory on your terms?
Join publishers, operators, and buyers on the exchange built for CTV and linear — not retrofitted from email.