Tips, tricks and best practices on leveraging CTV to drive full-funnel performance. Since the rise in popularity of streaming services like Netflix, Hulu and Amazon Prime, Connected TV (CTV) and traditional linear TV have been battling it out for top viewership numbers. On the surface, these two platforms appear quite similar—they both distribute content via television screens and are effective ways for reaching the masses. But that’s pretty much where the similarities end, especially in regards to advertising. While it’s natural to lump CTV and traditional TV together, advertising on CTV is actually more aligned with performance channels like paid search, paid social and display.