The Q3 2020 State of Connected TV/OTT: Ad Supply Trends Report from Pixelate examines how the programmatic OTT/CTV advertising marketplace changed from quarter one of 2020 to quarter three of 2020 during the global pandemic. The majority (49%) of programmatic OTT/CTV ads go to Roku devices, but Apple TV (the set-top box) saw the largest market share increase (+175%) in 2020.
OTT stands for over-the-top, initially named in reference to devices that go “over” a cable box to give the user access to TV content. In OTT channels, content is delivered via an internet connection rather than through a traditional cable/broadcast provider. CTV stands for connected TV and is just another term for a television that has an ethernet connection or can connect to the internet wirelessly.