CTV is an audience and identity solution designed to support advertising on connected TV environments. It enables advertisers to reach households on streaming and smart TV platforms using data‑driven audience definitions rather than traditional linear TV buying methods. The solution applies identity resolution techniques to associate devices within a household, allowing consistent targeting across CTV inventory. Behavioral and contextual data are used to define and refine audiences, supporting both prospecting and retargeting use cases. CTV is designed for environments where cookies are unavailable. It relies on privacy‑compliant identity signals and household‑level modeling to deliver addressable TV audiences that align with modern streaming ecosystems.

Key Features

Household‑Level Targeting

Targets groups of devices within a home.

• Links multiple devices to a single household
• Enables consistent CTV exposure

Identity Resolution for CTV

Connects fragmented device signals.

• Cross‑device and cross‑environment matching
• Designed specifically for TV ecosystems

Behavioral Audience Data

Uses observed consumer activity.

• Incorporates browsing and engagement signals
• Supports interest and intent‑based audiences

Cookie‑Independent Architecture

Built for streaming environments.

• Does not rely on third‑party cookies
• Compatible with CTV platform limitations

Audience Activation for Streaming

Prepared for TV media execution.

• Audiences structured for CTV inventory
• Supports programmatic activation

Privacy‑Focused Design

Aligned with data protection requirements.

• No direct use of personally identifiable data
• Designed for regulated advertising contexts

Benefits

Enables Addressable TV Advertising

Moves beyond broad TV targeting.

• Household‑specific audience delivery
• More precise than traditional TV buys

Improves Audience Consistency

Aligns TV with digital strategy.

• Shared audience logic across channels
• Reduced fragmentation in campaign execution

Supports Performance and Brand Goals

Flexible for multiple objectives.

• Prospecting and reach expansion
• Retargeting and sequential messaging

Future‑Proofs TV Targeting

Designed for evolving ecosystems.

• Independent of cookies
• Aligned with streaming platform constraints

Simplifies CTV Data Usage

Reduces operational complexity.

• Managed identity and audience services
• No need for internal TV data modeling