Behavioral Targeting on CTV

What is Behavioral Targeting on CTV?

Behavioral targeting on CTV (Connected TV) is a digital advertising strategy that uses data about a viewer’s past behavior to deliver more relevant ads during streaming TV experiences. Instead of showing the same ads to everyone, advertisers tailor content based on how viewers interact with content across devices—what they watch, click, search, or buy.

This method helps advertisers reach the right audience at the right time, increasing engagement and improving return on ad spend (ROAS) across streaming platforms.

How Behavioral Targeting Works on CTV

CTV doesn’t use traditional browser cookies like desktop or mobile advertising. Instead, it relies on household-level data, app usage, IP addresses, and smart TV interactions. When combined with third-party data or device graphs, advertisers can segment audiences based on behavior patterns, such as:

• Genres or shows frequently watched
• Time spent viewing content
• Ad engagement and completion rates
• Shopping or browsing behavior on other connected devices

Using this data, streaming platforms and advertisers can serve ads that match a viewer’s interests—like showing a fitness gear ad to someone who regularly watches workout videos.

Why Behavioral Targeting Matters in Streaming

As viewers shift from cable to streaming, the volume and variety of behavioral data increases. CTV platforms offer a unique blend of the precision of digital targeting with the immersive experience of TV. Behavioral targeting improves:

• Ad relevance: Viewers see ads they care about
• Viewer experience: Fewer irrelevant interruptions
• Ad performance: Higher click-through and conversion rates

It also helps content owners and advertisers better understand what resonates with their audiences, driving smarter content and ad strategies.

Challenges and Considerations

Privacy is a key concern with behavioral targeting on CTV. With stricter regulations (like GDPR and CCPA), advertisers must ensure data is collected and used responsibly. Many platforms now offer opt-in choices and anonymized targeting solutions to stay compliant while maintaining effectiveness.

Additionally, fragmentation in the CTV ecosystem can make it harder to gather consistent data across devices and platforms. Solutions like device graphs and unified IDs help bridge that gap.

Behavioral Targeting vs. Contextual Targeting

While contextual targeting serves ads based on the content being watched (like showing a car ad during an auto show), behavioral targeting focuses on the viewer’s personal behavior history. Many CTV advertisers now combine both methods to maximize ad relevance and reach.

Behavioral Targeting and Wurl

Wurl helps advertisers get more from behavioral targeting by combining it with powerful contextual tools. BrandDiscovery, Wurl’s contextual targeting solution, matches ads to streaming content based on genre, emotion, or brand safety criteria—ensuring ads appear in the right environment.

While BrandDiscovery focuses on what’s happening on screen, many advertisers pair this information with behavioral data about the viewer. This combination helps advertisers not only reach the right audience but also deliver the message at the right moment. By aligning ad content with both viewer behavior and content context, Wurl helps improve engagement, brand recall, and campaign performance on connected TV.