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Partners LoginNot clear on all the technical lingo in the CTV/OTT advertising world? We’ve created a glossary to help you navigate this new technology more easily. The deeper your understanding of CTV/OTT, the more effective your advertising can be.
Smart TV – A TV that can connect to the internet
Linear TV – Traditional cable or satellite TV
Over-the-Top (OTT) – The method used to stream content on a CTV
Advanced TV – TV content streamed through the internet — an umbrella category for CTT and OTV
Connected TV (CTV) – Any device used to stream TV and videos through the internet
Connected Gaming Console – A gaming system that connects a TV to the internet
Connected Set-Top Box – A cable box that connected a TV to the internet
Internet-Connected Device – A device that you can plug into a non-smart TV to give it internet access
Authenticated Apps – Streaming apps owned by cable or TV networks (not streaming services like Netflix, Disney+, etc.)
Advertising-Based Video on Demand (AVOD) – Free video subscription that includes advertising
Multichannel Video Programming Distributor (MVPD) – A streaming company that offers live and on-demand content from different networks, often producing their own content as well
Subscription Video on Demand (SVOD) – A subscription service that you need to pay for, like Netflix
