Data-Driven Linear TV (DDL TV) refers to delivering contextual advertising on linear television using viewership or panel data to define and target specific audiences. It falls under the broader category of Advanced TV, an umbrella term for technologies that enable data-driven advertising across television platforms. Within Advanced TV are formats such as Connected TV (CTV), which includes any device capable of streaming digital video; Subscription Video-on-Demand (SVOD), which offers ad-free content for a recurring fee; Addressable TV, which serves ads at the household level based on audience data rather than programs; and Over-the-Top TV (OTT), which streams content via internet apps without always requiring a traditional TV, and includes SVOD, AVOD, and BVOD services.

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