Advertising in 2020 bears little resemblance to advertising just 10 years ago. The options and investment in digital continues to grow, and the rapid consumer adoption of connected TV (CTV) has been closely followed by increased investment from brands. Connected TV is an exciting and growing opportunity for advertisers—the case for venturing into CTV is pretty clear. However, in practice, it comes with a level of complexity that can be challenging to navigate. As people throughout the industry work to make sense of the CTV ecosystem, explanations and definitions of different aspects of CTV have flooded the internet. Of course, it’s a developing space, so there’s no single definitive guide to reference. Knowing what’s out there, we wanted to provide a valuable overview of CTV, the ecosystem today, and how it fits in the ongoing changes we’re seeing in the advertising space.