What it means
CTV combines the storytelling power of traditional television with the precision of digital media: advertisers can target households based on first-party data, behavioral signals, and content context, then measure outcomes from impression to website visit, store visit, or conversion. CTV inventory comes from ad-supported streaming services (Hulu, Peacock, Paramount+, Tubi, Pluto, Roku Channel), virtual MVPDs (YouTube TV, Sling), and free ad-supported streaming TV (FAST) channels. CTV is one of the fastest-growing categories in digital advertising as audiences continue migrating from linear television to streaming.
How Coegi approaches it
Coegi runs CTV campaigns as a core upper- and mid-funnel tactic, planning across premium streaming inventory, measuring lift with brand-study and incrementality methodologies, and connecting CTV exposure to lower-funnel conversion through cross-device measurement.
