Connected TV advertising, also referred to as CTV marketing, involves reaching consumers through internet-connected devices such as smart TVs, gaming consoles, and streaming devices. This form of advertising encompasses various content delivery methods, including smart TVs, streaming media, over-the-top (OTT) services, and gaming consoles. CTV advertising enables marketers to target specific audiences based on demographics, interests, and previous viewing behavior, providing an opportunity to engage with consumers who spend considerable time on these platforms.