What does CTP stand for in the context of ad interactions?

In the context of ad interactions, CTP stands for "Click to play." This term is commonly used in digital advertising, especially for video ads, where a user must click on the ad to start playback. This engagement metric is crucial for marketers and publishers as it indicates the user’s willingness to interact with and view the content presented to them.

Click to play formats are designed to enhance user experience by allowing viewers to control when they start viewing an advertisement, leading to potentially higher engagement rates. This type of interaction can also help in measuring the effectiveness of a video ad, as it directly relates to user interest. By requiring an action from the user to play the video, advertisers can gather data on user engagement and the appeal of their creative content.

Choosing this term highlights the importance of user control and engagement in digital advertising strategies.