Why eCommerce Brands Are Betting Big on Contextual Ads in CTV
We’re in the middle of a streaming revolution—but what’s less obvious is that we’re also witnessing a shopping revolution. As Connected TV (CTV) becomes more data-rich and interactive, brands are using it to serve not just ads, but contextually relevant shopping experiences.
This new intersection of entertainment and commerce is known as contextual commerce, and it’s quietly transforming how eCommerce brands reach and convert their audiences.
What Is Contextual Commerce? Contextual commerce uses real-time content signals—what a person is watching, the type of content, and even time of day—to dynamically place ads that feel relevant and timely.
What’s the Difference Between CTV and STV?
As streaming becomes the go-to way for audiences to consume content, advertisers are hearing a lot about Connected TV (CTV) and Streaming TV (STV). These terms are often used interchangeably—even by media pros—but they refer to distinct parts of the video advertising ecosystem.
In this post, we break down the difference between CTV and STV and explain why understanding both matters for eCommerce marketers looking to invest in video.