What Nexus provides
Video channel, tag and traffic-control components for an agreed delivery configuration.
Connected television
CTV and OTT advertising
A video advertisement in a connected-TV or streaming experience. Reach viewers on the large screen through compatible supply.
IN PRACTICE
A simple example.
A streaming application inserts an ad break using the delivery integration supported by that publisher.
- Where it appears
- Supported TV apps & streaming inventory
- What to measure
- Delivery · completions
What you need to connect
Compatible connected-TV inventory, player or SSAI integration and event contracts. App SDKs and CTV certification require separate validation.
Exact format support, enforcement and reporting depend on the connected revenue engine and agreed deployment configuration.
Plain-language definition
What is ctv / ott advertising?
CTV advertising reaches streaming content on connected televisions and TV-like devices. It uses familiar video concepts, but living-room viewing, device fragmentation, ad pods and limited click interaction create a distinct operating environment.
Delivery path
From opportunity to measurable outcome.
The exact services differ by format, but every useful implementation keeps eligibility, delivery and evidence connected.
Measurement
Metrics that explain more than volume.
Use these metrics to evaluate the format. They are not a promise that every Nexus integration supplies every metric: player, publisher, analytics or conversion reporting may be needed.
Completed views ÷ starts
Estimated unique exposed households or devices
Average exposures per addressable unit
Performance by slot inside an ad break
Operator guide
What clients should understand before launch.
What the viewer sees
A full-screen video ad appears before or during streamed programming, usually without the immediate click behavior of web advertising. Creative quality and repetition are highly visible on a television screen.
How delivery differs
CTV can use client-side or server-side ad insertion. Device, application, content, pod and media compatibility signals influence whether demand is eligible and whether playback evidence is available.
Creative and pod policy
Duration, aspect ratio, bitrate, codec and loudness must fit the environment. Pod position and competitive-separation rules help avoid repeated brands or inappropriate sequencing.
Measurement reality
Completion is strong but not equivalent to attention or incremental reach. Teams need consistent device or household methodology, frequency controls and clear separation of delivered, started and completed events.
Frequently asked
Questions about ctv / ott.
OTT describes content delivered over the internet. CTV describes the television devices and applications where much of that content is viewed; the terms overlap but are not identical.
Build the right delivery path