The CTV ecosystem connects content owners and streaming platforms on the supply side to advertisers and agencies on the demand side — with a stack of ad technology in between. Understanding how the pieces fit together is foundational for anyone buying, selling, or building on CTV. This hub maps the ecosystem, explains the role of each participant, and draws out the India-specific structures that differ from the global model.
Articles in this hub
- What is the CTV ecosystem? Publishers, platforms, DSPs, SSPs, and ad servers explained
- The CTV supply chain explained: from content owner to advertiser impression
- DSPs and SSPs in CTV: what they are and how they work together
- What is a CTV ad server and how does it differ from display ad serving?
- Walled gardens vs open programmatic in CTV: what India advertisers need to know
- CTV ad pod and break structure: slots, timing, competitive separation, India publishers
- CTV programmatic waterfall and ad decisioning sequence explained
- CTV operating systems and middleware: Android TV, Tizen, webOS, and Fire OS explained
- CTV ad decisioning flow: from content break to ad delivery
- CTV ecosystem roles explained: who does what in connected TV advertising
- CTV supply chain transparency in India: app-ads.txt, sellers.json, and schain