The “sorta CTV” debate rages on. Sort of.
Google has updated its Ad Manager policies to clarify the definitions and monetization rules for Connected TV (CTV) and Digital Out-of-Home (DOOH) inventory. Under the new policy, which goes into effect on May 1st, CTV is strictly defined as internet-connected TVs in private homes, such as smart TVs or streaming devices, while DOOH refers to screens in public spaces, like bars, taxis, and retail businesses (you hearing this, T-Ads?). Publishers and platforms have to align with these definitions to continue monetizing their inventory via Google.
Definitions
- “Connected TV” (CTV) is a TV used to stream video content over the internet in a private, domestic environment. Examples: A TV connected to a streaming device, or a smart TV that is used to stream video content via downloaded apps in a home.
- “Digital out-of-home” (DOOH) media are devices and/or surfaces used to display video or display ads in public, non-domestic environments. Examples: A tablet in a vehicle for hire, or a TV in a place of business.
Clearly, Google is trying to draw a firmer line between CTV and DOOH, especially with the rise of hybrid models that blur boundaries. As a result, advertisers and publishers that have classified certain public-facing TV inventory as CTV may need to rethink or adjust their strategies/approach.
The change was flagged by the great @BradAT on X, who noted, “Google [is] cracking down on what the definition of CTV is. And rightly so.”
Why This Matters:
Last month, we covered the “sorta CTV” debate which was sparked by comments from Jounce Media’s Chris Kane, who highlighted the gray area between CTV and DOOH, particularly for ad-supported video screens in public spaces like bars and gyms. Atmosphere TV, which provides businesses with free, ad-supported CTV devices (not full TVs, but devices), operates in this new, hybrid space.
In comments on X, Atmosphere’s CEO Blake Sabatinelli acknowledged the classification “challenge,” noting that while DOOH and CTV are distinct channels, Atmosphere has created a new, addressable TV environment that doesn’t fit neatly into either category. That’s exciting—but, as with any new model, the industry needs time to adapt. With some advertisers buying this inventory as CTV and others as DOOH, publishers and platforms are still figuring out how to appropriately classify it.
Experts React:
Again, check out @BradAT’s thread here:
Our Take:
Did Google read our article and decide to weigh in? Maybe! (Do we suffer from illusions of grandeur? Definitely.)
Either way, Google’s policy update underscores why the “sorta CTV” debate is complex as the industry figures out how to manage the semi-awkward intersection between two of digital advertising’s hotter categories, CTV and DOOH.
