Why CTV earns more
For these reasons the same ad typically sells at a noticeably higher CPM on a television than on a phone or in a browser.
- Full screen, sound on, usually watched from a sofa
- Rarely skippable, so nearly every ad is watched to the end
- Often seen by more than one person at once
- Professionally produced, brand-safe content around the ad
- Targetable by household, which broadcast cannot offer
How it differs technically
Televisions have no cookies and limited support for ad SDKs, so ads are usually stitched into the stream on the server. Identification relies on a resettable device advertising ID or on the household's IP address, subject to the viewer's privacy settings. Ads cannot be clicked, so response is measured through QR codes, later website visits or surveys.
What a publisher needs
- Apps on the television platforms advertisers buy
- Server-side insertion, or a client SDK each platform accepts
- Ad break markers in long-form and live content
- Accurate app and content signals in each ad request
- Meaningful viewing hours on television devices
- Awareness that some TV platforms require a share of ad inventory as a condition of distribution
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