Connected TV (CTV) Advertising platforms enable marketers to buy, target, and measure video advertising delivered to streaming TV apps, smart TVs, and over-the-top (OTT) devices. The category emerged from cord-cutting acceleration: linear TV reach has eroded sharply, and CTV inventory has become the new home for premium video advertising with the precision of digital targeting. Core capabilities include CTV-specific DSP execution, household-and-device-level targeting, frequency management across streaming apps, attention and incremental-reach measurement, and contextual targeting (genre, show, daypart). The market spans CTV-specialist DSPs (MNTN, tvScientific, Innovid, Adelphic), publisher direct (Roku, Samsung Ads, Disney/Hulu DRAX), and CTV measurement specialists (iSpot, VideoAmp).