Premium Big-Screen Inventory
Place campaigns in premium streaming environments viewed on connected television screens, including smart TVs and televisions connected through streaming devices or gaming consoles.
White-label CTV · Create Demand
Put Your Clients on the Connected TV Screen
CTV is the physical connected television environment where streaming video is viewed on a TV screen. Conduit helps your agency place clients in premium big-screen environments across smart TVs and connected devices, with household-level targeting, frequency control, and measurement tied to business outcomes.
Capability overview
What is CTV Advertising?
CTV, or Connected TV, refers to the physical television device used to watch internet-delivered video content. That includes smart TVs and televisions connected through streaming devices or gaming consoles. CTV advertising is therefore defined by the big-screen viewing environment, while OTT describes the internet-based delivery method.
Streaming is now the majority of television viewing in American homes, and brand dollars keep following the audience out of linear. For agencies, that shift is the opening: clients who could never afford a broadcast schedule can run precise, zip-code-level TV campaigns, and national brands expect household attribution instead of ratings estimates. Agencies that offer CTV under their own brand win those budgets before a competitor does.
Execution stack
What Conduit manages for your agency.
A complete operating scope: not a platform login and a monthly export.
Household-Level Addressable Targeting
Match connected-TV households to demographic, behavioral, purchase-intent, and first-party signals so big-screen impressions reach the homes most relevant to the campaign.
Smart TV and Device Signals
Use available smart-TV, device, and viewing signals, including ACR-based data where applicable, to refine audience strategy, competitive conquesting, and viewing-context decisions.
Household Frequency Management
Control how often a household sees the campaign on the television screen so premium CTV impressions build memory without creating unnecessary repetition or wasted spend.
Geo and Zip-Level Addressability
Focus connected-TV delivery by state, metro, zip code, custom service area, or location footprint so television reach stays aligned with where the client can actually do business.
Measurement That Proves Impact
Connect CTV exposure to branded search, website visitation, foot traffic where available, and downstream conversions so clients can see what happened after the big-screen impression.
Audience and context
Precision comes from matching signal, environment, and buying situation.
Targeting is useful only when it supports the role the campaign is assigned to perform.
Demographic and Household Composition
Reach households by age, income, presence of children, home ownership, and other census-level household attributes matched to streaming devices.
Behavioral and Purchase Intent
Target households actively researching or buying in your client's category, built from online behavior, shopping data, and intent signals.
ACR Viewing Behavior
Use smart TV viewing data to reach cord-cutters, fans of specific genres or programs, and households exposed to competitor commercials.
Geographic and Zip-Level
Focus delivery on states, metros, zip codes, or custom radii around locations, so TV budgets never leak outside the service area.
First-Party and CRM Audiences
Onboard your client's customer lists to reach known buyers and lapsed customers on the television screen, plus lookalikes modeled from them.
Powered by GPS
Optimize CTV against the business goal: not the platform's favorite metric.
Goal Setting · Tracking · Optimization · Reporting. The same baseline that connects every Conduit capability.
- Goal Setting
- Tracking
- Optimization
- Reporting
Signals we use
- Video completion rate (VCR)
- Cost per completed view
- Household reach and frequency
- Branded search lift
- Website visitation lift
- Foot traffic attribution
- View-through conversions
The reporting story connects these signals to the assigned purchase job and the client's agreed Key Performance Action.
How the mix compounds
CTV is more valuable when adjacent purchase jobs are covered.
CTV rarely works alone, and that is the point. Every household that finishes your client's streaming spot becomes a named audience we hand to programmatic display and paid social for low-cost retargeting, so the big screen opens the relationship and cheaper impressions close it. The awareness wave also shows up in search: branded query volume climbs, click-through rates improve, and Quality Scores rise, which quietly pulls paid search CPCs down. Layer digital audio underneath and the same households hear the message during screen-free commutes, multiplying effective frequency without multiplying TV budget.
DisplayCreate DemandScale precise audience reach, reinforce the brand, and retarget people who have already shown interest.YouTubeInfluence ChoiceEducate, demonstrate, and validate while buyers research, compare, and decide what deserves attention.Google SearchCapture IntentIntercept explicit search intent and turn active need into calls, forms, bookings, or sales.
Best fit
Use CTV when the client problem looks like this.
The right capability starts with the business constraint, audience state, and purchase behavior.
Your client asks for TV but their budget or footprint makes broadcast and cable schedules wasteful.
A multi-location brand needs television presence in specific zip codes and wants proof it drove store visits.
An advertiser with strong search and social performance has plateaued and needs a new-audience awareness engine.
What agency teams ask about CTV.
What is the difference between CTV and OTT?
CTV, or Connected TV, refers to the physical television device used to watch video delivered over the internet, such as a smart TV or a television connected through a streaming device or gaming console. OTT, or Over-the-Top, describes the internet-based delivery method itself. CTV is the big-screen viewing environment; OTT is the method used to deliver the content.
How is CTV advertising measured beyond impressions?
CTV measurement can include video completion rate, reach and frequency, branded-search lift, website visitation, foot traffic where available, and downstream conversions. Household-level and device signals can help connect big-screen exposure with later actions so CTV is evaluated on business impact rather than impressions alone.
Can we run ads on the major streaming services?
Yes. The ad-supported tiers of major streamers, along with premium network apps and free ad-supported streaming channels, are all accessible through our demand-side platforms and private marketplace deals. PMPs give us priority access to specific publishers at negotiated rates with full transparency about where spots ran. We build each plan around the client's audience and market rather than a single app, which usually means a curated mix of premium streaming publishers. Your agency gets a site and app level delivery report, so you can show clients exactly which streaming environments carried their commercial.
What is ACR data and how do you use it?
ACR stands for automatic content recognition, technology inside millions of smart TVs that identifies what is playing on the screen, including linear channels, streaming apps, and even commercials. For targeting, ACR lets us build audiences of households that watch specific programs or genres, households that have cut the cord, and households recently exposed to a competitor's TV advertising, which we can then conquest with your client's spot. For measurement, ACR helps deduplicate reach between linear and streaming buys. It is one of the clearest advantages OTT holds over traditional television, where this household-level viewing detail simply does not exist.
