OTT Ads are delivered directly to viewers through streaming devices and services. Whereas Connected TV or CTV is an OTT-enabled device plugged into a TV. CTV ads are displayed on smart television sets with built-in internet connectivity.

Using ad servers, CTV ads are displayed on:

• Streaming boxes (Amazon Fire TV, Apple TV, Samsung Allshare Cast, Android TV)

• HDMI sticks (Chromecast, Amazon Fire TV Stick, Roku)

• Smart TV (through in-TV apps like Netflix, Hulu or HBO Go)

• Game consoles

• DVR set-top boxes

Whereas OTT ads are displayed on Netflix, Hulu or HBO Go, etc.

TV consumers frequently spend more time watching video content on OTT video providers and smart, internet-enabled TVs and devices for ott ad servers. Due to this, its advertising potential has expanded, and reports have predicted that it can offer a lot of benefits over traditional online display advertising.

How Are OTT/CTV Ads Served?

To understand the delivery of OTT ads, it is required to understand the communication between the streaming platform and OTT devices. The general method of OTT ad delivery is as follows:

1. Audience Segmentation 

Apart from generic demographics, OTT and ctv ad server can help segment audiences based on more personal metrics like their interests and viewing habits, which helps create personalized ad experiences for viewers.

2. Building Engaging Ads

Using an advanced OTT/CTV ad builder platform that allows for the integration of rich media elements, advertisers and brands can build dynamic, personalized ad units that foster interaction and enhanced audience engagement. The ad tag that is generated by the platform can either be placed directly on ad spaces booked via direct sales, or it can be placed on an OTT/CTV Server for programmatic delivery.

3. Tracking

Tracking provides transparency about the customer journey so that marketers can make smarter planning decisions and optimizations. For example, data gathered from campaigns can provide insight into how frequently ads are served to individual consumers, which ad media are most effective and how the media mix drives brand awareness.

Even while they are now still somewhat restricted, ott ad server will undoubtedly continue to expand, giving advertisers new methods for reaching people. After unlocking the technology's full potential may soon rank among the most lucrative prospects for marketers, given the technology's growing share of the advertising market in the upcoming years.