CTV Retargeting: How to Extend Campaign Reach

Retargeting has helped brands stay top-of-mind with customers for years—but it’s been largely limited to channels like social and display.

Thankfully, retargeting techniques via connected TV (CTV) have changed all that, featuring ads that appear on the largest screen in the home—unskippable, immersive, and delivered during moments of deep attention.

Rather than chasing distracted, “doomscrolling” eyes, CTV allows brands to re-engage potential customers in a setting where they’re actually ready to watch—relaxed, attentive, and watching their favorite programs with family or friends.

Below, we’ll take a closer look at how CTV retargeting works, why it’s becoming essential for diversifying digital campaigns, and what you’ll need to get started.

Let’s get started.

Rethink Retargeting in a CTV World

For many marketers, social and display have been the default retargeting channels. But using those familiar channels as standalone ways to reach audiences is becoming less effective—and more expensive. A broadening sense of ad fatigue is setting in, privacy changes are limiting targeting options, and platform saturation makes it harder to stand out.

As more and more audience attention shifts to streaming channels, CTV retargeting lets you follow your audience into an environment that’s actually built for attention. It’s a smarter way to expand your digital campaigns, boost engagement, and drive results—without the tradeoffs of traditional channels.

Again, it’s about how all these different channels work together.

What Exactly is CTV Retargeting?

CTV retargeting is a way to reconnect with people who’ve already engaged with your brand—by showing them video ads on internet-connected TVs.

For example: users may have visited your website, browsed a product page, or clicked on a social ad. Instead of following them around the web with banners or pop-ups, CTV retargeting brings your message to the big screen.

Behind the scenes, retargeting works by matching first-party data (like CRM uploads or pixel-based site visits) to household devices using privacy-compliant identity graphs. From there, non-skippable video ads can be delivered to those same users as they stream shows or movies—bridging the gap between online engagement and premium viewing environments.

Related: Connected TV Ads vs Social Media Ad

How CTV Retargeting Works

Here's a closer look at how the process works—from audience identification to measurement.

1. Audience Identification

The process begins with identifying relevant data from your existing marketing touchpoints (e.g., website visits, product page views), or characteristics you already know about your ideal audience (like age, gender, or location). These inputs empower advertisers to define audience segments based on real-life behaviors—not guesswork.

2. Cross-Device Matching

From there, identity graphs match users to specific CTV devices using methods like IP matching and CRM uploads. Because this approach doesn’t rely on cookies, it’s better aligned with current privacy standards, and thus more future-proof.

3. Ad Delivery

Once matched, ads are served to specific users, wherever they may stream their content. Many platforms also support sequential messaging—delivering tailored ads based on where the user is within the context of their customer journey.

4. Measurement

Finally, campaign performance is assessed through the analysis of metrics—impressions, completion rates, site visits, etc.

While attribution can be complex, tools like custom URLs, pixels, or QR codes can help marketers connect exposure to downstream actions. And because CTV doesn't rely on clicks, it's especially valuable for brand recall and long-view influence within a premium, lean-back environment.

Why Retargeting Matters More Than Ever

Digital campaigns aren’t just competing for impressions anymore—they’re competing for attention, trust, and measurable outcomes.

Expanded Reach on Streaming Platforms

CTV helps fill the gap from search and social, by helping brands reach audiences who may not respond to traditional channels. Whether it’s users who’ve opted out of tracking, tuned out social ads, are not on social media, or simply spend more time streaming, CTV can extend your campaign’s visibility in high-attention environments.

And with nearly 70% of the U.S. population expected to be CTV users by 2026, that opportunity is only growing.

Related: Connected TV Viewership Trends Every Advertiser Should Know

Better Performance and Stronger Impact

CTV ads aren’t just bigger—they’re built for attention. Unlike social placements that often last only a few seconds (if they land at all), Paramount’s research shows CTV view durations can reach 30 seconds or more, with completion rates of up to 96%.

That extended exposure translates to higher ad recall, better brand lift, and stronger downstream performance. CTV’s non-skippable, full-screen format creates a storytelling opportunity that complements your existing campaigns—especially when paired with sequential messaging or dynamic formats.

Privacy-First, Cookie-Free Retargeting

With third-party cookies on the way out, CTV’s privacy-friendly targeting methods—like CRM uploads and IP matching—help marketers stay compliant without sacrificing reach.

It’s also a strategic hedge against volatility on other platforms, which means advertisers shifting their strategy as these changes happen. As social algorithms shift and privacy rules tighten, CTV offers a consistent way to re-engage audiences in a premium, brand-safe environment.

Retargeting with CTV: Getting Started

If you’re new to CTV retargeting, good news: setting it up is a lot simpler than it sounds. Most of the process can likely be managed directly within your CTV platform.

Implementation is Easier Than You Think

One of the advantages of CTV retargeting is how low the barrier to entry can be. Unlike other channels, you won’t need a massive media budget or a team of engineers to get started—just a few basic steps.

You can begin by setting up a pixel or integrating your CRM to collect first-party audience data. From there, your CTV platform partner can help you segment those audiences and launch targeted campaigns, without over-segmenting and limiting your reach.

Next, focus on creative. CTV campaigns perform best with high-quality, TV-ready video that seamlessly fits the “lean-back experience”—e.g., ad lengths optimized for impact, platform-specific encoding, and engaging visuals. After launch, monitor the results, make necessary adjustments, and continue to refine over time.

With the right partner and a few smart practices, CTV retargeting can go from setup to live campaign a lot faster than you might expect.

Measuring Success in a Different Way

CTV retargeting isn’t about chasing clicks—it’s about reaching the right audience with the right message, and building interest that leads to future action. As a result, the relevant metrics will look a little different than those that might be traditionally tracked on social or search channels.

CTV advertising does have measurability. For example, in the Paramount Ads Manager dashboard, key performance indicators (KPIs) include impressions, reach, frequency, and completion rate. Beyond brand lift, you can measure foot traffic and website visits. These metrics help you understand how often your ad is being viewed, how many unique viewers you’re reaching, and how successfully your message is holding attention.

Attribution, of course, is more complex. Since CTV operates in a mid-to-upper funnel role, it may not drive immediate conversions—but it *can *create the interest that leads to them. To measure that impact, marketers often use brand lift surveys, monitor post-exposure site traffic in Google Analytics, or include custom URLs or QR codes to tie CTV impressions to specific actions.

If you’re just getting started, consider running A/B tests with different creatives, or pairing CTV with social retargeting for multi-touch reinforcement. These tactics can help you fine-tune messaging and better understand how CTV contributes across the broader customer journey.

Related: CTV Best Practices for Your Next Campaign: A 3 Step Guide

Amplify Your Digital Campaigns with CTV Retargeting

Remember, CTV retargeting isn’t here to replace your existing digital strategy—it’s here to amplify it.

With full-screen, 30-second, non-skippable ads, a platform like Paramount Ads Manager can help you reconnect with high-intent audiences in a more meaningful way, all while keeping setup simple and costs flexible.

Paramount Ads Manager is built for ease of use, with self-service tools that let you sign up, set your schedule, choose your targeting, and upload creative—all in one place, no agency needed.

Campaigns can launch in as little as 24 hours, and budgets starting at $500—ideal for small and medium-sized businesses looking to scale without added complexity.

Best of all? Ads appear within premium, brand-safe content across Paramount+, CBS, Pluto TV, MTV, BET, and more—ensuring your message runs in trusted, high-attention environments.

With over 100 million monthly viewers on Paramount+ alone, you’re tapping into one of the fastest-growing streaming platforms in the U.S.