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Connected TV (CTV) refers to audiovisual content consumed via the Internet on a Smart TV or on a television connected to devices such as computers, gaming consoles, or set-top boxes.
Unlike traditional linear television, CTV combines the premium TV experience with the targeting, measurement, and optimization capabilities of the digital ecosystem.
CTV growth is progressively surpassing linear television in both the U.S. and Europe, becoming the main driver of transformation in the audiovisual advertising market.
While traditional TV faces a structural audience decline, CTV attracts investment thanks to:
The U.S. leads the transition. CTV already represents the majority share of streaming budgets, driven by:
Forecasts indicate that CTV ad investment will surpass linear TV in the coming years.
Although Europe started later, recent growth has been particularly strong. In several European markets, CTV ad views have grown by more than 30% year over year.
Traditional TV still holds significant weight in countries like Germany or Spain, but advertisers are progressively shifting budgets toward:
The goal is clear: reach younger audiences who have abandoned linear viewing.
Despite its growth, there are clear barriers to investment.
According to industry studies, the main obstacles include:
This is where content signals play a strategic role.
Content signals are contextual and structural signals that describe the content in which an ad will be served. Instead of relying exclusively on user identifiers, they allow buyers to understand the exact environment of the impression.
In CTV and video, this is especially relevant because content is the main indicator of value.
Through the OpenRTB protocol, publishers can send detailed information in the content, site, or app object, including:
Advertisers can use these signals to apply inclusion or exclusion rules. If the bid request parameters match the ad group criteria, that inventory becomes eligible for bidding.
Some relevant examples include:
These signals allow DSPs to make more sophisticated bidding decisions, reducing uncertainty and improving budget efficiency.
From the perspective of an SSP like Tappx, content signals are not just technical fields in a bid request — they are true monetization levers.
The more contextual and structural information a DSP receives:
A bid request with poor signals reduces competition and, therefore, inventory value.
In CTV, where CPMs are significantly higher than display, trust is critical.
An SSP that optimizes bidstream quality protects publisher pricing and improves inventory perception among buyers.
Signal quality is often the difference between premium inventory and undifferentiated supply.
To improve attribution and unlock new demand sources in CTV, it is essential to enrich the bid request with additional parameters that provide greater granularity.
At Tappx, we recommend including the following fields in all CTV traffic requests:
In an increasingly competitive CTV environment, differentiation no longer depends solely on inventory volume, but also on signal quality.
Content signals:
For an SSP like Tappx, optimizing the bidstream is not just a technical improvement, it is a direct revenue growth strategy.
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