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OTT Vs CTV: Unraveling the Best Choice for Your Business

21/05/2023

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In the ever-changing landscape of digital marketing, businesses have numerous options for effectively reaching their target audience. Over-the-top (OTT) and connected TV (CTV) are the two fastest-growing platforms in the 20th century. As the battle between these two titans intensifies, one question looms large: which platform is the best choice for your business?

In this article, we’ll break down the key distinctions between OTT vs CTV services to aid companies in selecting the right choice for their specific requirements and goals.

OTT Vs CTV: Unraveling the Best Choice for Your Business
Source: World trademark review

Understanding of Both: What is OTT vs CTV?

OTT (Over-The-Top) and CTV (Connected TV) are two rising terms in the realm of television and video content. While they are interconnected, understanding the distinction between OTT and CTV is crucial for comprehending the modern viewing experience.

What is OTT (Over-the-top)?

Bypassing the traditional telecommunications, multichannel television, and broadcast television platforms, Over-the-top (OTT) refers to content providers that distribute streaming media as a standalone product directly to viewers over the Internet. To eliminate these established middlemen – as suggested by the prefix “over” in “over-the-top” – is the goal of OTT streaming platform.

Understanding of Both: What is OTT vs CTV?
Source: Insys Video Technologies

In other words, over-the-top (OTT) TV services enable viewers to watch shows online rather than via traditional broadcast methods such as an aerial or satellite dish installed on the roof.

Some examples of OTT services include:

  • Netflix
  • Hulu
  • Amazon Prime Video
  • Disney+
  • HBO Max

What is CTV (Connected TV)?

The all-encompassing phrase “connected TV” (or CTV) refers to TVs that may connect to the Internet to access content from sources beyond a cable or broadband provider. No cable or satellite subscription is required. Consequently, CTVs include OTT devices linked to conventional TVs, allowing the latter to connect to the Internet alongside smart TVs and IPTVs.

Most people access OTT services like Hulu and Netflix through CTV, which offers its own set of advantages for advertisers. So, CTVs and other common devices such as smartphones, tablets, and PCs may now access OTT content.

What is CTV (Connected TV)?
Source: Fall Off The Wall

While this may sound confusing, the foremost thing to remember when comparing CTV vs OTT programming is that OTT material is seen through CTV.

Some examples of CTV are:

  • Roku TV
  • Amazon Fire TV
  • Apple TV
  • Samsung Smart TV
  • Google Chromecast
  • Android TV

The Growing Impact of OTT and CTV in the Business World

The Growing Impact of OTT and CTV in the Business World
Source: Digital Dealer

Hyper-personalized Experience

Although traditional linear TV still plays an indispensable role in reaching a considerable proportion of the population, OTT content is showing its outstanding advantages by customizing each viewer’s experience. Enterprises can effectively target specific demographics with OTT advertisements, such as classifying various aspects such as: age, gender, location, financial capability, ethnicity, etc. Companies may narrow down their ideal demographic via OTT content rather than broadcasting to a large audience as they would with TV commercials.

More Data, Better Precision

Thanks to OTT advertising technologies, enterprises may now target audiences based on factors such as age, gender, location, hobbies, and viewing habits. Meanwhile, linear TV only used broad data from Comscore and Nielsen, which had huge margins of error and only supported top-of-funnel advertising at best.

Eliminate the Intermediary

By deploying OTT campaigns internally with DSPs, companies have more say over where their ads appear. You may use programmatic technology to make rapid and cost-effective decisions about where and when your ads will display, down to the specific programs and audiences.

More Effective Measurement

In order to evaluate CTV in comparison to KPIs such as VCR, digital marketers are increasingly resorting to more complex methodologies. Brands can evaluate the efficacy of their media tactic by using more sophisticated CTV measurements capabilities, such as attribution against onsite page visits or actions and external Third-Party solutions like foot traffic or brand lift.

CTV Vs OTT: Comparing the Differences

If a company wants to reach its intended demographic via digital advertising, it must have a firm grasp of the distinctions between CTV and OTT. While both platforms offer unique opportunities to reach viewers in the digital streaming space, they have distinct characteristics that set them apart.

CTV Vs OTT: Comparing the Differences
Source: Strategus
FactorsOTT (Over-the-top)CTV (Connected TV)
Audience reach and demographics• Provides a vast audience reach with diverse demographics.
• Appeals to viewers of all ages, interests, and geographic locations.
• Accessible through various devices.
• Specifically targeting viewers who consume content on television or TV-connected devices. 
• Offers a more traditional TV viewing experience, appealing to households.
Pricing modelsOffers flexible pricing models including: 
• Subscription-based: Pay a recurring fee for unlimited access to content (e.g., Netflix, Hulu).
• Ad-supported: Access content for free but must view ads during playback (e.g., YouTube, Crackle).
• Hybrid models: Combine subscription and ad-supported options.
• Primarily follows ad-supported models, allowing viewers to access content for free while watching ads.
• Some provide ad-free watching for a monthly cost through a membership program.
Ad targeting capabilities• Uses advanced ad targeting capabilities based on user data and behavior.
• Enables advertisers to target specific demographics.
• Leverages data collected from user accounts and interactions to deliver personalized and relevant ads.
• Provides similar ad targeting capabilities to OTT platforms.
• Utilizes data collected from smart TVs and streaming devices.
• Allows for targeted advertising to the appropriate people at the correct time.
User behavior and engagement• Offers high user engagement through on-demand content consumption.
• Users can freely choose their preferred watching option.
• Provides interactive features, personalized recommendations, and additional content options.
• Provides a lean-back viewing experience similar to traditional TV.
• Offers a more relaxed and passive content consumption experience.
• Limited user control over content playback with essential functions handled by remote controls.

Picking the Right Platform for Different Business Models

With the proliferation of CTV (Connected TV) and OTT (Over-The-Top) platforms, it’s becoming more important to grasp their differences in order to choose the one that best fits certain business models.

Picking the Right Platform for Different Business Models
Source: LinkedIn

OTT for B2C Businesses

OTT platforms are generally more suitable for B2C (Business-to-Consumer) businesses.

White-label OTT platforms are focused on reaching customers where they already are – on their smart TVs, smartphones, and other streaming devices. B2C businesses can leverage OTT platforms to reach a larger audience, engage with consumers, and monetize their content through subscription or ad-supported models.

On the other hand, B2B (Business-to-Business) businesses typically have a narrower target audience and require communication channels that cater specifically to professionals and industry-related needs. B2B businesses often rely on industry-specific events, trade shows, professional networks, and direct business partnerships to reach and engage their target audience.

CTV for B2B Businesses

In contrast to OTT, Connected TV (CTV) provides a completely different aspect. CTV content is generally more suitable for B2C (Business-to-Consumer) businesses.

Let’s take a look at why CTV is mostly suited for B2B business:

  • Exact targeting: Unlike the goal of B2C businesses using OTT services, when reaching as many audiences are the top priority. CTV enables accurate targeting at the individual level by using third-party databases with information on firm size, industry, job type, intent, and other usual B2B media purchases. The data generated from CTV is said to be accurate and provides more valuable insights.
  • Optimal Cost: Undoubtedly, CTV advertising has a higher CPM (Cost Per Mille) than other forms of advertising. However, you’ll see substantially lower rates when you take into account the exact targeting and the decreased waste.

Therefore, it seems that B2B businesses most benefit from CTV advertising due to its ability to reach and engage customers in a targeted manner. This capability is well-suited for B2B businesses that aim to promote consumer products, services, or brands.

Which Platform is Better for Startups, SMBs, and Large Corporations?

Small and medium-sized businesses (SMBs) frequently have limited resources and need inexpensive methods to contact their customers. OTT platforms provide a more affordable option in this regard, with many price tiers to choose from.

In contrast, large businesses may have the resources to investigate both OTT and CTV options. The extensive reach and sophisticated ad-targeting capabilities of OTT platforms are a boon for large firms with a business-to-consumer (B2C) emphasis while CTV platforms may be more appropriate for B2B-emphasis organizations.

Which Platform is Better for Startups, SMBs, and Large Corporations?
Source: Keynes Digital

Embrace Change and Make The Right Choices with SupremeTech

Generally speaking, it is important to thoroughly consider your individual demands, target audience, and marketing goals while deciding OTT vs CTV for your organization. The benefits of OTT and CTV platforms are distinct, and they each serve a different kind of company.

As you navigate this decision-making process, consider engaging with a trusted technology partner like SupremeTech. As a product-driven development company with expertise in digital solutions and a commitment to exceptional results, we pride ourselves on providing valuable insights and support to help you deliver the best choice for your business.

One solution you may want to explore is OTTclouds, an OTT streaming solution offered by SupremeTech. OTTclouds provides a comprehensive platform for streaming media content and can be a valuable asset in reaching your target audience effectively. Don’t hesitate to contact us for the earliest advice and support!

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In this SupremeTech blog, I, Đang Đo Quang Bao, will introduce you to Git Hooks, explain how they work, and guide you through implementing them to transform your Git workflow. Let’s dive in! What Are Git Hooks? Git Hooks are customizable scripts that automatically execute when specific events occur in a Git repository. These events might include committing code, pushing changes, or merging branches. By leveraging Git Hooks, you can tailor Git's behavior to your project's requirements, automate repetitive tasks, and reduce the likelihood of human errors. Imagine validating commit messages, running tests before a push, or preventing large file uploads—all without manual intervention. Git Hooks makes this possible, enabling developers to integrate useful automation directly into their workflows. 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Example: "pbi-1234 - refactor - [optimize function]"`                     ];                 },                 'scope-type-format': ({ raw}) => {                     const regex = /-\s(refactor|fix|feat|docs|test|chore|style)\s-\s[[^\]]+\]$/;                     return [regex.test(raw),                         `❌ Commit message must include a valid scope and description. Example: "pbi-1234 - refactor - [optimize function]".                         \nValid scopes: refactor, fix, feat, docs, test, chore, style`                     ];                 }             }         }     ] } Add Commitlint to the commit-msg hook: echo "bunx commitlint --edit \$1" >> .husky/commit-msg With this, we have completed the commit message validation setup. Now, let’s test it to see how it works. Now, developers will be forced to follow this committing rule, which increases the readability of the Git History. Automate Branch Naming Conventions Enforce branch names like feature/pbi-199/add-validation. 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We will implement validation for the prior pre-push hook to prevent accidental force pushes to critical branches like main or develop. Create a script named scripts/prevent-force-push.sh. #!/bin/bash # Define the protected branches protected_branches=("main" "develop") # Get the current branch name current_branch=$(git symbolic-ref --short HEAD) # Check if the current branch is in the list of protected branches if [[ " ${protected_branches[@]} " =~ " ${current_branch} " ]]; then # Check if the push is a force push for arg in "$@"; do   if [[ "$arg" == "--force" || "$arg" == "-f" ]]; then     echo "❌ Force pushing to the protected branch '${current_branch}' is not allowed!"     exit 1   fi done fi echo "✅ Push to '${current_branch}' is valid." 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Create a script named scripts/monitor-secrets-with-values.sh. #!/bin/bash # Define sensitive value patterns patterns=( # Base64-encoded strings "([A-Za-z0-9+/]{40,})={0,2}" # PEM-style private keys "-----BEGIN RSA PRIVATE KEY-----" "-----BEGIN OPENSSH PRIVATE KEY-----" "-----BEGIN PRIVATE KEY-----" # AWS Access Key ID "AKIA[0-9A-Z]{16}" # AWS Secret Key "[a-zA-Z0-9/+=]{40}" # Email addresses (optional) "[a-zA-Z0-9._%+-]+@[a-zA-Z0-9.-]+\.[a-zA-Z]{2,}" # Others (e.g., passwords, tokens) ) # Scan staged files for sensitive patterns echo "🔍 Scanning staged files for sensitive values..." # Get the list of staged files staged_files=$(git diff --cached --name-only) # Initialize a flag to track if any sensitive data is found found_sensitive_data=false # Loop through each file and pattern for file in $staged_files; do # Skip binary files if [[ $(file --mime-type -b "$file") == "application/octet-stream" ]]; then   continue fi # Scan each pattern using grep -E (extended regex) for pattern in "${patterns[@]}"; do   if grep -E -- "$pattern" "$file"; then     echo "❌ Sensitive value detected in file '$file': Pattern '$pattern'"     found_sensitive_data=true     break   fi done done # If sensitive data is found, prevent the commit if $found_sensitive_data; then echo "❌ Commit aborted. Please remove sensitive values before committing." exit 1 fi echo "✅ No sensitive values detected. Proceeding with committing." Add the above script execution command into the pre-commit hook. echo "bash ./scripts/monitor-secrets-with-values.sh" >> .husky/pre-commit Grant execute permissions to the monitor-secrets-with-values.sh file. chmod +x ./scripts/monitor-secrets-with-values.sh Result: Invalid case: git add private git commit -m “pbi-002 - chore - add unexpected private file” Result: 🔍 Scanning staged files for sensitive values... -----BEGIN OPENSSH PRIVATE KEY----- ❌ Sensitive value detected in file 'private': Pattern '-----BEGIN OPENSSH PRIVATE KEY-----' ❌ Commit aborted. Please remove sensitive values before committing. husky - pre-commit script failed (code 1) Valid case: git reset private git commit -m “pbi-002 - chore - remove unexpected private file” Result: 🔍 Scanning staged files for sensitive values... ✅ No sensitive values detected. Proceeding with commit. [main c575028] pbi-002 - chore - remove unexpected private file 4 files changed, 5 insertions(+) create mode 100644 .env.example create mode 100644 .husky/commit-msg create mode 100644 .husky/pre-commit create mode 100644 .husky/pre-push Conclusion "Humans make mistakes" in software development; even minor errors can disrupt workflows or create inefficiencies. That’s where Git Hooks come in. By automating essential checks and enforcing best practices, Git Hooks reduces the chances of errors slipping through and ensures a smoother, more consistent workflow. Tools like Husky make it easier to set up Git Hooks, allowing developers to focus on writing code instead of worrying about process compliance. Whether it’s validating commit messages, enforcing branch naming conventions, or preventing sensitive data from being committed, Git Hooks acts as a safety net that ensures quality at every step. If you want to optimize your Git workflow, now is the time to start integrating Git Hooks. 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        +0

           Exploring API Performance Testing with Postman

          Hello, tech enthusiasts and creative developers! I’m Vu, the author of SupremeTech’s performance testing series. In the article “The Ultimate Guide to JMeter Performance Testing Tool,” we explored JMeter's strengths and critical role in performance testing. Today, I’m introducing an exciting and straightforward way to do API performance testing using Postman. What is Postman? Postman is a robust API (Application Programming Interface) platform that empowers developers to quickly design, test, document, and interact with APIs. It is a widely used tool for testing APIs, which is valuable in software development, primarily web or mobile app development. Why Use Postman for API Testing? Postman is favored by software developers, testers, and API specialists because of its many advantages: User-Friendly Interface: Postman’s intuitive design makes it easy to use.Supports Diverse HTTP Methods: It handles requests such as GET, POST, PUT, DELETE, PATCH, OPTIONS, and more.Flexible Configuration: Easily manage API request headers, parameters, and body settings.Test Automation with Scripts: Write JavaScript code within the Tests tab to automate API response validation.Integration with CI/CD: Postman's CLI tool, Newman, seamlessly integrates with CI/CD pipelines, enabling automated API testing in development workflows.API Documentation and Sharing: Create and share API documentation with team members or clients effortlessly. Performance API Testing on Postman As of mid-2024, Postman introduced a new feature allowing users to perform API performance testing quickly and conveniently. With just a few simple steps, you can evaluate your API’s performance under high load and ensure its strength. Step 1: Select the Collection for Performance Testing Open Postman and navigate to the Collections tab on the left sidebar.Choose the Collection or Folder you want to test. Step 2: Launch the Collection Runner After selecting your desired Collection or Folder, click Run Collection to open the Collection Runner window.In the Runner, select the APIs you want to include in the performance test.Switch to the Performance tab and choose a simulation method:Fixed: Simulates a fixed number of users.Ramp Up: Starts with a few users and gradually increases.Spike: Introduces a sudden surge in traffic followed by a reduction.Peak: Increases traffic to a high level and sustains it for a period. Step 3: Adjust Virtual Users and Test Duration Configure the Virtual Users and Test Duration settings to simulate the desired load.Start with smaller values, then gradually increase them to gain a clear understanding of your API's performance under varying conditions. Step 4: Run the Test Click Run to start the performance test.During the test, Postman will send API requests and provide real-time data on:Response Time: The API's duration to respond to a request.Error Rate: The percentage of failed requests.Throughput: The number of API requests the system can handle per second. Step 5: Analyze the Report Once the test is complete, Postman generates a detailed report, including: Response Time: Tracks the duration it takes for APIs to process requests.Error Rate: Highlights any issues encountered during testing.Throughput: Measures the system's capacity to process requests under load. Use these metrics to evaluate whether your API performs efficiently under heavy traffic. These insights will guide you in optimizing your API for better performance. Leverage Customization for Realistic User Simulation Postman allows you to customize request data for each virtual user. You can upload a CSV or JSON file with unique datasets if you want different data for each user. This feature enables a more accurate simulation of real-world user behavior. After each test run, Postman provides an easy-to-understand report highlighting the areas for improvement. You can track performance changes and compare test results to identify weaknesses and refine your API. Test and Optimize Your API with Postman With Postman’s new performance testing feature, API optimization has never been easier. It helps you quickly identify and address potential issues to ensure your system is always ready to handle user demands effectively and reliably.   For more details and step-by-step guidance, check out the following resources on the Postman website:   OverviewRun a performance testView performance test metricsDebug performance test errorsInject data into virtual users Start your API performance optimization journey with Postman and prepare your system to meet every demand seamlessly. >>> Explore more articles about performance testing: SupremeTech’s Expertise in the Process of Performance Testing

          23/12/2024

          65

          Vu Nguyen Q.

          Knowledge

          +1

          • Software Development

           Exploring API Performance Testing with Postman

          23/12/2024

          65

          Vu Nguyen Q.

          Knowledge

          Software Development

          +0

            From Raw Data to Perfect API Responses: Serialization in NestJS

            Hello, My name is Dzung. I am a developer who has been in this game for approximately 6 years. I've just started exploring NestJS and am excited about this framework's capabilities. In this blog, I want to share the knowledge I’ve gathered and practiced in NestJS. Today's topic is serialization! As you know, APIs are like the messengers of your application, delivering data from the backend to the client side. Without proper control, they might spill too much information, such as passwords or internal settings. This is where serialization in NestJS steps in, turning messy, raw data into polished, purposeful API responses. With the power of serialization, you can control exactly what your users see, hide sensitive fields, format nested objects, and deliver secure, efficient, and downright beautiful responses. In this blog, we’ll explore how serialization in NestJS works, why it’s a must-have skill for any developer, and how to implement it step by step. Your APIs will go from raw and unrefined to clean and professional by the end. Let’s dive in! What Happens Without Serialization? Let’s look at what happens when you don’t use serialization in your NestJS application. Imagine you’re building a user management system, and you create an API endpoint to fetch user details. Here’s your User entity: Now, you write a simple endpoint to fetch a user: What happens when you call this endpoint? The API sends the entire user object straight to the client—every single field included: The consequences of lacking Serialization in the NestJS application Security Risks: Sensitive data, like passwords, should never be exposed in API responses.Data Overload: Users and clients don’t need internal flags or timestamps—they just add noise.Lack of Professionalism: Messy, unfiltered responses make your API look unpolished and unreliable. Next, we’ll see how to clean up this mess and craft polished API responses using NestJS serialization techniques. The Differences in Applying Serialization By implementing serialization in your NestJS application, you can take full control over what data is exposed in your API responses. Let’s revisit the previous example and clean it up. Step 1: Install class-transformer To get started with serialization, you need the class-transformer package. Install it with: Step 2: Update the User Entity with Exposed or Excluded Decorator Use class-transformer decorators to specify which fields should be exposed or excluded. Only the ID and email fields will be included in the response. Step 3: Apply the Serializer Interceptor NestJS provides a built-in ClassSerializerInterceptor to handle serialization. You can apply it at different levels: Per-Controller Globally To apply serialization to all controllers, add the interceptor to the application setup: When the Get User Endpoint is called, this is what your API will now return: Why Serialization Makes a Difference Security: Sensitive fields are automatically excluded, keeping your data safe.Clarity: Only the necessary fields are sent, reducing noise and improving usability.Professionalism: Clean and consistent responses give your API a polished look. Dynamic Serialization with Group What if you want to show different data to users, such as admins versus regular users? The class-transformer package supports groups, allowing you to expose fields based on context. Example: In the controller, specify the group for the transformation: When the Get User Endpoint is called, this is what your API will now return: By incorporating serialization into your NestJS application, you not only improve security but also enhance the user experience by providing streamlined, predictable, and professional API responses. Now that you know how serialization works in NestJS, you can apply these techniques to your projects, creating safer, cleaner, and more maintainable APIs. SupremeTech has lots of experience and produces web or app services. Let’s schedule a call now if you want to work with us. Also, now we are hiring! Please check open positions for career opportunities.

            20/12/2024

            75

            Dung Nguyen Q.

            Knowledge

            +1

            • Software Development

            From Raw Data to Perfect API Responses: Serialization in NestJS

            20/12/2024

            75

            Dung Nguyen Q.

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