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CTV is the live TV software with the highest ratings in Canada developed by Bell Media Inc., and its functions are very powerful. It primarily offers full-length episodes, entertainment, and more, along with a huge curated selection of exclusive content and a huge library of episode videos that you won’t find anywhere else.

With fierce competition, many TV companies and streaming media platforms are also constantly launching new services and more diverse content to meet the different needs of consumers and advertisers. Among them, considering consumers’ ability to afford subscription fees, the ad-supported preferential subscription plan has become the general trend, and almost every streaming media platform on the market is launching this plan. And CTV is no exception, its service has also begun to transition to an ad-supported subscription model. Of course, this also means that under the fierce competition, the advertising transformation of CTV subscription service has become the general trend.

On the whole, CTV is digital TV, easier to monitor than traditional TV, and has an advantage over linear TV in this regard. But we also cannot simply equate CTV with other digital channels. For example, search and social media are often the last stops shoppers make before converting, so last-click attribution monitoring is easier.