Connected TV (CTV) Advertising Explained: Why More Brands Are Shifting Budgets in 2026

Key Takeaways

• Precision Over Broad Demographics: Unlike linear TV, which buys against broad age and gender buckets (e.g., Adults 25–54), CTV targets specific households based on first-party CRM data, online buying behavior, and in-market intent signals.
• Upfront Tipping Point in 2026: US CTV advertising spend will reach $37.95 billion in 2026 (up 14% YoY). For the first time, CTV upfront ad commitments have surpassed primetime linear TV, signaling a permanent structural shift in enterprise media planning.
• Superior Completion & Attention Rates: CTV delivers a video completion rate (VCR) exceeding 95% in sound-on, full-screen living room settings, compared to roughly 75% for mobile video feeds.
• Programmatic Dominance: 84% of CTV ad transactions are now programmatic (predominantly via Programmatic Guaranteed and Private Marketplaces), giving buyers real-time pacing control and frequency capping across fragmented streaming services.
• Higher CPMs, Lower Waste: While CTV CPMs ($20–$40+) carry a premium over standard digital video, overall cost-per-outcome is significantly lower because addressable targeting eliminates wasted impressions on irrelevant households.
• Top Sector Adopters: E-commerce/DTC, Automotive, Retail, Consumer Packaged Goods (CPG), and Financial Services lead budget growth, leveraging CTV to drive both upper-funnel recall and second-screen mobile conversions.
• The Rise of Shoppable TV: Interactive ad formats including QR-code overlays and pause ads now account for ~10% of CTV inventory, with interactive features adding an average of 71 seconds of viewer engagement time.

Quick Summary: Connected TV (CTV) advertising

delivers digital video ads onto internet-connected televisions and streaming devices (such as Smart TVs, Roku, Apple TV, and Fire TV) during ad-supported streaming or FAST content. In 2026, brands are rapidly reallocating budgets from linear television to CTV, pushing US CTV ad spend to nearly $38 billion because it combines the emotional impact of living-room TV with digital precision targeting, deterministic attribution, and programmatic buying efficiency.

In 2026, the reallocation of enterprise marketing budgets reached a structural tipping point. For the first time, connected TV upfront ad commitments surpassed primetime linear television, driving US streaming ad spend to nearly $38 billion. Media buyers are no longer treating the living room screen as an experimental line item or a broad awareness play; linear budgets are actively funding their own replacement as viewer attention permanently consolidates across ad-supported streaming platforms and FAST networks.

This migration isn’t just about audience scale it is driven by an unprecedented demand for performance accountability. Modern marketing leaders expect television media to deliver the deterministic attribution, first-party data targeting, and programmatic flexibility historically reserved for search and social. Yet, while streaming captures over 40% of total TV viewing time, many organizations still struggle to bridge the gap between high video completion rates and bottom-of-funnel conversions.

This guide breaks down everything required to execute measurable connected TV advertising campaigns today. For more of our latest advertising insights and strategy guides, we examine current CPM benchmarks, optimal programmatic buying strategies, cross-screen attribution frameworks, and high-converting creative tactics designed to turn big-screen attention into quantifiable business impact.

What Is Connected TV (CTV) Advertising?

Connected TV (CTV) advertising refers to digital video commercials delivered exclusively on internet-connected television screens during streaming or on-demand content.

Instead of broadcasting a single ad to millions of viewers simultaneously, CTV advertising uses programmatic technology to serve distinct, addressable video ads to specific households watching smart TVs. These commercials appear within premium ad-supported video-on-demand (AVOD) services, free ad-supported streaming TV (FAST) channels, and streaming apps accessed directly through living room television sets.

By operating at the intersection of traditional television and digital performance marketing, CTV delivers the brand-building resonance of high-definition, full-screen video alongside the audience targeting, frequency capping, and real-time measurement of digital channels. 

Connected TV vs Streaming TV Ads vs OTT Advertising: Are They the Same?

While digital media teams frequently use these terms interchangeably, confusing them leads to inaccurate device targeting, wasted impression spend, and distorted cross-screen attribution.

The fundamental distinction lies in devices versus distribution networks:

• OTT (Over-the-Top) describes the method of content distribution streaming video over the internet bypasses traditional cable or satellite set-top boxes.
• CTV (Connected TV) describes the physical hardware it refers strictly to television screens connected to the internet.

Therefore, streaming a show on your smartphone via Hulu is an OTT impression, but it is not a CTV impression. Streaming that same show using the Hulu app on a Samsung Smart TV is both an OTT and a CTV impression.

Terminology Comparison Matrix

Term	Scope & Focus	Primary Devices	Typical Buy Type	Key Difference
CTV Advertising	Household living room screens exclusively	Smart TVs (LG, Samsung), Streaming Sticks (Roku, Fire TV), Consoles (PlayStation, Xbox)	Programmatic (PMP, PG), Private Deals	Device-specific. Ads appear strictly on physical television screens with high co-viewing rates.
OTT Advertising	All internet-streamed video inventory across every screen	Smartphones, Tablets, Laptops, Desktops, Smart TVs	DSP Programmatic, Audience Extension Networks	Delivery-specific. Covers all web-streamed video regardless of screen size or device.
Streaming TV Ads	Video ads served within premium, long-form TV content	Smart TVs, Mobile, Tablets, Connected Devices	Direct Upfronts/Newfronts, Direct Publisher Buys	Content-specific. Applies to broadcast-quality TV shows and live events delivered via IP.
Linear TV Advertising	Traditional scheduled TV broadcasts	Non-smart TVs via Cable, Satellite, or Antenna	Upfronts, Scatter Market, Local Spot Cable	Distribution-specific. Fixed broadcast schedules with broad demographic targeting and zero programmatic capabilities.

Why Ad Budgets Are Moving Toward CTV in 2026

The massive migration of advertising capital into connected TV is no longer a forward-looking trend it is a completed structural shift. As linear television viewership shrinks toward historical lows, media planners are redirecting spend to follow consumer attention into streaming environments.

Industry benchmark research from leading firms like eMarketer, Nielsen, and the Interactive Advertising Bureau (IAB) highlights three primary market drivers powering this transition:

• The Acceleration of Cord-Cutting: Pay-TV penetration in the US has fallen below 43%, with total cord-cutting and “cord-never” households surpassing 80 million. Nielsen reports that streaming consistently captures nearly 48% of total US television viewing time, while traditional linear cable and broadcast combined have fallen below 42%. 
• Mass Adoption of Ad-Supported Streaming Tiers: To combat subscriber saturation, major platforms (including Netflix, Disney+, Max, and Prime Video) have aggressively monetized basic tiers. Over 46% of all premium streaming subscriptions are now on ad-supported plans. Combined with the rapid rise of Free Ad-Supported Streaming TV (FAST) platforms like Tubi and Pluto TV, ad inventory on the big screen has expanded dramatically. 
• Surging CTV Investment: Annual US CTV advertising spend is projected to reach $38 billion, growing at a 14% year-over-year rate while traditional linear ad spend experiences steady double-digit declines.

Real-World Brand Scenario: Scaling Beyond Saturated Digital Channels

Consider a fast-growing automotive digital marketplace that spent five years scaling its customer acquisition solely through search and social media ads. By 2025, the brand faced severe saturation: customer acquisition costs (CAC) on Meta and Google had increased by 35% year-over-year, while click-through rates flattened due to ad fatigue.

Consider a fast-growing automotive digital marketplace that spent five years scaling its customer acquisition solely through search and social media ads. By 2025, the brand faced severe saturation: customer acquisition costs (CAC) on Meta and Google had increased by 35% year-over-year, while click-through rates flattened due to ad fatigue.

To unlock new growth, the brand reallocated 25% of its quarterly video ad budget away from cable and social feeds into Programmatic CTV:

1. Targeting: Using first-party vehicle registry data combined with auto-shopper intent signals, the brand targeted households actively browsing car listings within specific metro areas.
2. Creative: They deployed a 15-second high-definition brand video with a dynamic QR code overlay offering instant vehicle valuation.
3. Outcome: By measuring second-screen mobile visits via IP-matching attribution, the brand achieved a 22% lower cost-per-site-visit than its social video campaigns, alongside an 18% lift in brand search volume within targeted ZIP codes demonstrating how living-room CTV campaigns can directly fuel bottom-of-funnel performance.

How Connected TV Advertising Works: The Programmatic CTV Buying Process

Buying a commercial on traditional linear television used to take weeks of negotiation, manually insertion orders, and rigid broadcast schedules. Programmatic CTV advertising automates this entire process, conducting an auction and delivering a personalized commercial to a specific TV screen in under 200 milliseconds.

The Step-by-Step Ad Delivery Walkthrough

Here is how a programmatic CTV impression is requested, auctioned, and rendered in real time when a viewer sits down to stream a show:

1. Viewer Triggers an Ad Break:

Step 1: Impression Opportunity Created

A viewer opens a streaming application (such as Hulu, Tubi, or Peacock) on their Smart TV or connected device and begins watching content. When the stream reaches a scheduled commercial break, the app’s video player sends a signal an ad request to the publisher’s ad server.

2. Publisher Sends Request to SSP:

Step 2: Inventory Put Up for Auction

The publisher’s ad server passes the available ad slot to a Supply-Side Platform (SSP) or programmatic ad exchange. This request includes key anonymous metadata: the app name, content genre, device type, geographic location (IP address), and connected TV device ID.

3. DSP Evaluates Audience & Bids:

Step 3: Real-Time Bidding (RTB)

The SSP sends an automated bid request to multiple Demand-Side Platforms (DSPs) used by advertisers (such as The Trade Desk or Yahoo DSP). The DSP cross-references the incoming IP/device ID against the advertiser’s target audience segments (e.g., in-market car buyers). If there is a match, the DSP instantly submits a bid.

4. Auction Clears & Winning Ad Is Selected:

Step 4: Highest Bidder Wins

The SSP conducts a second-price or first-price auction among all competing DSP bids. Within milliseconds, the winning advertiser’s ad creative is selected and authorized for delivery.

5. Ad Stitching & Delivery (SSAI):

Step 5: Seamless Broadcast Insertion

To prevent buffering or ad-blocker disruption, the publisher uses Server-Side Ad Insertion (SSAI). The SSAI server “stitches” the winning high-definition video commercial directly into the main video stream at the cloud level before sending it to the viewer’s TV screen.

6. Ad Plays & Attribution Fires:

Step 6: Impression Verification

The commercial plays seamlessly on the viewer’s big screen with zero lag. As the ad completes, tracking pixels trigger, reporting impression completion, device data, and attribution tracking back to the advertiser’s DSP for performance reporting.

Core Components of the CTV Tech Stack

Technology	Role in Buying Process	Key Examples
Demand-Side Platform (DSP)	Software enabling advertisers to buy CTV inventory programmatically across multiple publishers.	The Trade Desk, Yahoo DSP, Google Display & Video 360
Supply-Side Platform (SSP)	Software used by media publishers to manage and monetize their CTV ad inventory.	Magnite, PubMatic, FreeWheel, Index Exchange
Server-Side Ad Insertion (SSAI)	Technology that stitches video ads into stream content to eliminate buffering and bypass ad blockers.	Brightcove, AWS Elemental MediaTailor
Identity Resolution Engine	Graph mapping IP addresses and TV device IDs to privacy-safe household demographic and behavioral profiles.	LiveRamp, Experian, TransUnion

CTV Ad Targeting: Why It Beats Traditional TV

The primary flaw of traditional linear TV advertising has always been broad, wasteful exposure. Buying a spot on a national broadcast forces advertisers to pay for millions of households that have zero interest in their product.

Connected TV eliminates this inefficiency by shifting from content-centric buying (buying a specific show) to audience-centric buying (buying specific household profiles, regardless of what show they are streaming).

Feature Comparison: CTV vs. Linear TV

Targeting Feature	Traditional Linear TV	Connected TV (CTV)
Household-Level Targeting	Broad Demographics: Targets wide age and gender buckets (e.g., Adults 18–49) based on program ratings.	Household Precision: Targets specific households using first-party CRM lists, purchase history, income levels, and behavioral intent.
Geo-Targeting	Designated Market Areas (DMAs): Restricted to broad regional DMA or local cable zone buys.	Hyper-Local Radius: Pinpoints audiences by ZIP code, census block, or custom radial distance around brick-and-mortar stores.
Retargeting & Cross-Screen	None: TV viewing exists in a silo from digital channels.	Cross-Device Sequential: Retargets TV viewers on their smartphones, tablets, or laptops using IP-matching graph data.
Frequency Capping	Uncontrolled: Viewers are repeatedly exposed to the same ad during a single broadcast, causing ad fatigue.	Strict Cross-Platform Control: DSPs set strict global caps (e.g., max 3 exposures per household per week) across all streaming apps.
Measurable Attribution	Estimated Estimates: Relies on panel surveys, daypart ratings, and post-campaign brand lift studies.	Deterministic Outcomes: Directly measures website visits, online checkouts, mobile app installs, and foot traffic.

Real-World Scenario: Regional Healthcare Network Expansion

Imagine a regional healthcare system opening five new urgent care clinics across a metropolitan area.

• The Linear TV Approach: The health system buys ad spots on local evening news broadcasts. Over 70% of viewers receiving the ad live 30+ miles away from the new clinics, resulting in massive ad spend waste.
• The CTV Advantage: The health system uploads an audience segment consisting of households within a 5-mile radius of each new clinic location. They layer on custom targeting parameters to reach households with children. When these specific families stream content on Hulu, Peacock, or Tubi, they receive a 15-second commercial highlighting the local clinic’s opening hours.
• The Result: The system caps frequency at 2 impressions per week per household to prevent ad fatigue, then uses IP attribution to track how many exposed households subsequently visited the online appointment booking page or drove to the clinic.

Key Benefits of Connected TV Advertising for Local & Regional Brands

• Measurable Full-Funnel Attribution: Eliminates traditional TV guesswork by linking household impression data to direct digital actions, tracking online site visits, lead form conversions, and mobile app installs via IP matching.
• Cost Efficiency vs. Linear TV: Prevents wasted ad spend by replacing broad, expensive Designated Market Area (DMA) broadcast buys with precision addressable targeting, allowing regional brands to pay strictly for impressions delivered to in-market households. 
• Hyper-Precise Audience Targeting: Combines zip-code radius boundaries with first-party CRM data, household income levels, and real-time purchase intent signals to reach high-value local prospects on the main living room screen.
• Brand-Safe Premium Content Placement: Places regional ads alongside broadcast-quality programming on top-tier platforms (such as Hulu, Peacock, Tubi, and Paramount+), avoiding the unsafe user-generated environments and ad-blockers common on social video platforms. 
• Cross-Device Sequential Retargeting: Extends living room TV engagements directly to secondary screens, serving follow-up mobile or desktop display ads to household members within hours of viewing the CTV commercial.

CTV Advertising Costs & Budget Considerations

Evaluating connected TV advertising costs requires looking beyond simple Cost-Per-Thousand (CPM) impression metrics to measure true audience efficiency. While linear television might occasionally show a lower initial CPM for broad, un-targeted broadcasts, its high effective cost comes from paying for thousands of non-prospect viewers.

In contrast, CTV inventory prices reflect addressable value: every dollar spent goes directly toward verified, in-market households.

Benchmark Media Cost Comparison

TV Channel / Media Format	Estimated CPM Range	Typical Minimum Commitment	Core Cost Drivers
Traditional Linear TV	$10 – $20	High ($10,000+ per market/spot)	Daypart (primetime vs. daytime), market DMA size, upfront commitments.
General OTT Video (Mobile/Web)	$15 – $30	Moderate to Low	Device type, video length (15s vs. 30s), basic audience demographic overlays.
Standard Programmatic CTV	$20 – $35	Flexible (DSP-dependent)	AVOD/FAST platform choice, geographic radius, basic behavioral segments.
Premium & Retargeted CTV	$35 – $65+	Flexible (DSP-dependent)	First-party CRM matching, live sports/event content, interactive/shoppable overlays.

What Factors Drive Your Final CPM?

Pricing in the programmatic CTV ecosystem is dynamic and influenced by several campaign variables:

• Audience Specificity: Layering multiple data filters (such as verified household income + active auto-shopping intent) increases CPMs, but drastically lowers your overall Cost Per Acquisition (CPA) by eliminating wasted impressions.
• Inventory & Platform Quality: Live sports streams, premium original series on top tier AVOD services, and non-skippable inventory command higher rates than general FAST channel streaming feeds.
• Buying Model: Private Marketplaces (PMP) and Programmatic Guaranteed (PG) deals lock in priority access to premium shows at fixed rates, whereas open marketplace bidding offers lower costs with variable placement quality.

Note: The figures listed above represent general industry benchmarks. Exact advertising costs and inventory availability vary significantly by local market, seasonality, and targeted audience parameters. To establish exact rate cards and build an optimized media plan for your specific campaign, consult with a specialized media buying partner like Miller Ad Agency.

Which Industries Benefit Most From CTV Advertising Right Now

While performance-driven video benefits nearly every category, several key sectors are driving the vast majority of growth by leveraging CTV to directly replace inefficient linear TV buys and fragmented digital channels.

• Automotive: Local car dealerships and regional auto groups use dynamic creative overlays to display real-time lot inventory, pricing, and lease incentives. By targeting verified “in-market car buyers” within a specific drive-time radius around the lot, dealers use foot-traffic attribution to connect big-screen ad impressions directly to showroom visits.
• Retail & E-Commerce: Retailers activate first-party CRM purchase data and retail media network signals through dedicated retail marketing strategies to target frequent category shoppers on the big screen. During seasonal sales, brands deploy interactive QR-code overlays that allow viewers to scan their TV screen and instantly load a pre-populated shopping cart on their mobile device for immediate checkout. 
• Home Services: HVAC, plumbing, and roofing companies run targeted, seasonal demand campaigns triggered by extreme weather forecasts in specific ZIP codes. Rather than wasting budget across an entire metro area, local home service providers geo-fence high-income homeowner neighborhoods with 15-second emergency repair or routine maintenance offers.
• Healthcare & Urgent Care: Regional hospital networks and multi-location urgent care centers run hyper-local patient-acquisition campaigns during key enrollment or flu season windows. By targeting households within a 5-to-10-minute radius of new clinic facilities, providers drive local awareness and use IP-matching to track downstream online appointment bookings.

Common CTV Advertising Mistakes Brands Make

The most common connected TV advertising mistake is treating streaming platforms like digital banner ads or traditional cable spots, leading to poor frequency management and wasted ad spend.

• Poor Frequency Capping Across Platforms: Failing to manage global frequency caps across multiple programmatic DSPs and publisher networks results in annoying viewers with repetitive ads, wasting budget and harming brand perception.
• Ignoring Deterministic Attribution & Measurement: Treating CTV purely as an unmeasurable upper-funnel branding play without configuring IP-matching, cross-device pixel tracking, or foot-traffic conversion models leaves performance data on the table.
• Reusing Linear TV Creative Without Adaptation: Running standard 30-second linear broadcast commercials without interactive overlays, clear call-to-action (CTA) drivers, or dynamic QR codes misses the interactive potential of second-screen viewers.
• Skipping Audience Segment Testing: Relying on overly broad demographic buckets rather than testing and refining layered first-party CRM data, automotive intent signals, or granular geographic radii limits overall ROI.

Why Partner With Miller Ad Agency for CTV Advertising Strategy?

Partnering with an experienced media agency ensures connected TV campaigns combine full-funnel programmatic strategy with deep cross-screen attribution and proven industry expertise.

Navigating the fragmented connected TV landscape requires balancing creative storytelling with sophisticated media buying and precise data analysis. Miller Ad Agency brings over 40 years of advertising experience, established in 1984 bridging the gap between traditional broadcast media buying and modern programmatic digital streaming strategy.

Enterprise-Grade Analytics & Research Stack

Rather than relying on generic DSP estimates or platform self-reporting, Miller Ad Agency grounds every streaming campaign in performance analytics and ongoing optimization powered by a proprietary suite of industry-standard research and intelligence tools:

• AnalyticOwl: Real-time website traffic attribution and immediate lift analysis linked directly to TV ad occurrences.
• comScore & Nielsen: Comprehensive cross-screen viewership measurement, reach/frequency verification, and streaming demographic data.
• MRI-Simmons: Deep consumer behavior, brand preference, and psychographic audience profiling.
• Polk (S&P Global Mobility): Industry-leading automotive buyer intent, vehicle registration, and garage-level targeting data.
• VIVIX: Specialized ad verification and competitive media intelligence tracking.

Core Industries Served & Transparent Reporting

Miller Ad Agency is a full-service advertising agency that develops customized, performance-driven CTV media plans tailored to high-growth sectors.

• Automotive: Integrating Polk data to target active car buyers and measure dealership lot visits.
• Retail & E-Commerce: Driving seasonal promotions via shoppable video overlays and mobile conversion tracking.
• Home Services: Executing hyper-local geo-fenced campaigns for HVAC, roofing, and specialty home repairs.
• Healthcare: Delivering targeted patient-acquisition campaigns for regional hospital networks and urgent care centers.

Every client campaign is backed by total reporting transparency. Miller Ad Agency eliminates complex ad-tech markups and opaque reporting, delivering clear performance dashboards that tie impression delivery directly to verifiable business outcomes, lower cost-per-lead, and long-term revenue growth.

Contact Miller Ad Agency

Ready to maximize your streaming video ad return and capture high-value households? Connect with the media buying strategy team today.

Next-Step Framework for Launching Your CTV Strategy

Moving into connected TV advertising does not require dismantling your existing media plan; it requires replacing low-performing broadcast or saturated social channels with addressable, measurable video. To transition efficiently, follow this four-step implementation framework:

1. Audit Your Existing Video Assets & CRM Data: Gather your first-party customer lists, website visitor pixels, and high-definition video assets. Ensure you have clean seed lists to build lookalike segments, and verify that your video creatives feature clear visual branding within the first 5 seconds alongside actionable calls-to-action or QR codes.
2. Define Measurement Thresholds Before Buying: Establish your primary KPIs before selecting platforms or DSPs. Determine whether success will be measured by Cost Per Completed View (CPCV), IP-matched website traffic lift, online sales conversions, or physical foot-traffic lift to ensure your tracking infrastructure (such as pixel integration and analytics tools) is active before launch.
3. Execute a Targeted Private Marketplace (PMP) Pilot: Avoid untargeted open-exchange bidding. Start with a 60-to-90-day pilot using programmatic private marketplace deals or programmatic guaranteed buys focused strictly on your highest-value ZIP codes, custom audience filters, or CRM segments, implementing strict cross-platform frequency capping from day one.
4. Optimize & Retarget Across Secondary Screens: Analyze early attribution reports to identify top-performing streaming apps, dayparts, and geographic clusters. Double down on winning inventory segments, and automatically deploy sequential mobile or desktop retargeting ads to households that watched your full CTV commercial.

Ready to stop guessing and start capturing high-value living-room audiences with total performance accountability? Talk with the media buying strategists at Miller Ad Agency to build a customized, data-driven connected TV campaign tailored to your business goals.

Frequently Asked Questions

What is connected TV (CTV) advertising?

Connected TV (CTV) advertising is the practice of serving digital video commercials on internet-connected Smart TVs and streaming devices (like Roku or Apple TV) during streaming content. It combines the full-screen visual impact of traditional living-room TV with modern digital targeting and measurement.

How do CTV advertising costs compare to traditional linear TV?

While CTV CPMs ($20–$40+) carry a higher unit cost than broad digital video, overall campaign costs are lower because addressable targeting eliminates wasted impressions. Advertisers pay strictly for verified impressions delivered to targeted households rather than paying for broad, un-targeted market reach.

What audience targeting options are available with connected TV ads?

CTV offers precise household-level targeting using first-party CRM data, household demographics, geographic radii, and real-time purchase intent. Programmatic DSPs also allow buyers to set cross-platform frequency caps and execute cross-device retargeting campaigns.

How is ROI measured in connected TV advertising campaigns?

CTV performance is measured deterministically by matching television impression data to downstream website visits, mobile app events, and physical foot traffic via IP-matching. Advertisers can track metrics such as Return on Ad Spend (ROAS), Cost Per Acquisition (CPA), and direct lead conversions.

Is connected TV advertising affordable for small and regional businesses?

Yes, CTV is highly accessible for small and regional businesses because programmatic platforms require no minimum upfront broadcast commitments. Local advertisers can set flexible budgets and geo-fence specific ZIP codes or radial areas to reach only in-market prospects.

Which industries benefit the most from connected TV advertising?

Industries with localized service areas or high customer values such as Automotive, Retail, Home Services, and Healthcare see the strongest returns. These sectors leverage hyper-local targeting and second-screen retargeting to turn big-screen awareness into direct conversions.

What is the difference between CTV, OTT, and streaming TV advertising?

CTV refers strictly to the physical hardware (internet-connected TV screens), while OTT refers to the internet distribution method across any screen size (mobile, desktop, or TV). Streaming TV advertising serves as an umbrella term covering all digital video ads delivered across streaming content.