The way people watch TV has changed—and so has the way advertisers spend their money. With millions of households cutting the cord and shifting to streaming, Connected TV (CTV) has become a prime destination for ad dollars. For publishers, this means a huge opportunity to unlock new revenue streams—if you know how to make the most of your inventory.
What Exactly is CTV?
If you’re distributing content through a Smart TV, Roku, Fire TV, or even a gaming console, you’re already in the CTV space. Unlike traditional cable or satellite TV, CTV delivers content via the internet through over-the-top (OTT) platforms like Netflix, Hulu, and live sports apps. This means a more flexible and data-driven way to monetize content for publishers.
How Do You Make Money with CTV?
CTV monetization happens primarily through ads.But unlike traditional TV, where advertisers pay for broad, untargeted spots, CTV allows you to offer premium, highly targeted inventory.
Programmatic advertising plays a major role here, using automation to buy and sell ad inventory in real time. This ensures:
Higher fill rates – Sell more of your available ad inventory.
Better CPMs – Increase revenue with data-driven targeting.
Improved viewer experience – Deliver relevant ads that keep audiences engaged
Why Advertisers Want CTV Inventory (and Why That’s Good for You)
The shift away from traditional TV has left advertisers searching for new ways to reach engaged audiences. CTV is filling that gap. And this surge in demand puts publishers in a strong position. Here’s why it’s in such high demand:
Better audience targeting – Advertisers can serve ads based on viewer behavior, demographics, and even purchase intent.
Higher engagement – Unlike skippable YouTube ads or ignored banner ads, CTV ads are more immersive and less likely to be skipped.
Premium ad inventory – With limited ad-supported streaming options, available CTV inventory is highly valuable, driving up CPMs.
While the potential is huge, you’ll also need to tackle a few challenges:
Ad Overload = Viewer Fatigue
Running too many ads can frustrate your audience, while too few can leave money on the table. Setting frequency caps ensures the right balance, keeping viewers engaged without overwhelming them.
Tracking Across Devices is Tough
Unlike mobile or desktop ads, where cookies track users, CTV lacks a universal identifier. People switch between TVs, tablets, and phones, making it tricky to track engagement. You’ll need smart attribution models to get a full picture of your audience’s behavior.
Ad Fraud is on the Rise
With CTV booming, fraudsters are finding ways to fake impressions and spoof devices. To protect your ad revenue, you’ll need robust verification measures and partnerships with trusted ad platforms.
How Publishers Can Win Big with CTV Advertising
CTV is a massive revenue opportunity, but publishers need the right strategy to make the most of it. Programmatic ad placements help maximize yield, while smart frequency capping keeps viewers engaged without overwhelming them. At the same time, fraud protection ensures ad integrity and safeguards revenue. As the landscape evolves, staying ahead of industry shifts will help publishers drive sustained growth and keep their inventory competitive.
