Not 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

ctv ott advertising glossary