Everyone wants to talk about over-the-top (OTT) and connected TV (CTV) right now, but they’re often confused for one another. They’re also used interchangeably by many marketers, brands, and sometimes, by the most erudite reporters.
With all the TLAs (three letter acronyms) we love to employ in this industry, we thought it’d be a good idea to ask the experts how they differentiate CTV and OTT. For TV buyers, these definitions are critical, as it directly influences the way they transact across various platforms and devices.
There’s just billions of dollars riding on these definitions. No pressure, though.