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CTV Essentials Training Proposal for TripleLift
CTV Essentials Training
A five-session program designed to deepen understanding of Connected TV (CTV) and help TripleLift teams better position the company’s converged TV solutions across planning, activation, measurement, and client strategy.
Format: Five weekly sessions, 75 minutes each
Cohort Size: 25 Participants
Assessment: Pre-training assessment to guide curriculum
Customization: Fully aligned to TripleLift’s products and GTM strategy
Interactive Delivery: Whiteboarding, role-play, and guided discussion
Session Recaps: Key takeaways after every session
Weekly Quizzes: Reinforce concepts and measure retention
📡 Session 1: The CTV Ecosystem - Part 1
Objective: Build a foundational understanding of the Connected TV landscape—framed around TripleLift’s role in providing premium CTV inventory and connecting publishers with demand.
Topics Covered:
  • Introduction to CTV Define CTV and explain the shift from linear to streaming. Position TripleLift as a leading SSP enabling publishers to maximize cross-screen reach and monetization.
  • Ecosystem Components Smart TVs, streaming devices, AVOD/FAST platforms, MVPD apps, and publisher environments—and how TripleLift ensures access to premium supply across them.
  • Streaming Business Models AVOD, SVOD, TVOD, FAST, hybrid. Highlight how TripleLift supports scale and consistency across AVOD/FAST by connecting diverse demand sources to publisher inventory.
  • CTV vs. Traditional TV Differences in data, targeting, frequency, and delivery—and how TripleLift enables a unified converged-TV approach for publishers and buyers.
  • Sales Application: Discovery questions on CTV adoption trends (e.g., streaming vs. linear budget allocation) and objection handling for concerns about the value proposition of streaming over linear TV.
đź“ş Session 2: The CTV Ecosystem - Part 2 & Linear TV Business
Objective: Understand the fundamentals of the Linear TV landscape and its connection to the evolving CTV ecosystem.
Topics Covered:
  • Linear TV Business Fundamentals
  • Carriage deals and distribution agreements
  • Upfronts and the traditional TV buying process
  • Traditional TV measurement (Nielsen, ratings, GRPs)
  • How linear TV infrastructure connects to CTV
  • Sales Application: Discovery questions to understand client's linear TV experience and budget, and objection handling for skepticism towards new measurement approaches compared to traditional TV metrics.
đź“Š Session 3: Tracking, Data & Measurement in CTV
Objective: Explain how CTV data is collected, resolved, and measured—centered around TripleLift’s role in facilitating data-driven transactions.
Topics Covered:
  • Data Collection Methods ACR, device-level data, SDK-based logs, publisher signals. How TripleLift harmonizes these into cross-screen insights for effective ad delivery.
  • Data Types First-, second-, and third-party data—and how TripleLift helps publishers blend them into scalable, high-quality audiences for buyers.
  • Sales Application: Discovery questions about client's current data strategy and use of first-party data, and objection handling for concerns regarding data privacy and the accuracy of CTV measurement.
🎛️ Session 4: Ad Serving in CTV
Objective: Build a clear understanding of how CTV ads are delivered and how TripleLift ensures quality and reliability across environments.
Topics Covered:
  • Ad Serving Mechanics SSAI/DAI, ad servers, decisioning systems, pod structures. How TripleLift integrates across multiple tech stacks to provide seamless ad serving for publishers.
  • Publisher & Advertiser Ad Servers How inventory is managed across premium publishers and how TripleLift normalizes delivery to reduce fragmentation and improve publisher yield.
  • Key Challenges Latency, device variability, break reconstruction, sequential messaging—and TripleLift’s approach to mitigating these issues to protect publisher revenue.
  • Sales Application: Discovery questions on client's ad serving needs and technical infrastructure, and objection handling for perceived technical complexity and ensuring ad quality across diverse CTV environments.
đź›’ Session 5: Retail Media & CTV Integration
Objective: Understand how retail media intersects with CTV and how TripleLift supports commerce-driven strategies for publishers.
Topics Covered:
  • Retail Media’s Expansion into CTV How RMNs (Amazon, Walmart, Target, Instacart, Kroger) extend shopper data into CTV targeting and measurement.
  • TripleLift’s Positioning How TripleLift enables publishers to extend RMN audiences into premium CTV environments with controlled reach and frequency, unlocking new revenue streams.
  • Strategic Selling How to address client questions, navigate shifting budgets, and position TripleLift as a critical partner for publishers seeking to integrate with retail media networks.
  • Sales Application: Discovery questions to explore client's retail media strategies and e-commerce goals, and objection handling for concerns about RMN competition and budget fragmentation between retail and programmatic channels.
🤝 One-on-One Support
Our One-on-One Support service offers personalized, unlimited access to dedicated coaching sessions designed to empower sales professionals in the Connected TV (CTV) landscape.
Key Features
  • Unlimited Calendar Access Sales team members can schedule sessions whenever they need support, ensuring timely help aligned with individual workflows.
  • Customized Tutoring Tailored guidance on topics ranging from CTV fundamentals to advanced sales strategies, fully aligned with your organization’s go-to-market approach.
  • Interactive Role-Playing Realistic sales scenarios that help refine pitch delivery, objection handling, and overall client-facing effectiveness.
  • Open Q&A Sessions A supportive environment for troubleshooting, asking questions, and working through real-world challenges.
This service is designed to provide sales professionals with the tools and knowledge necessary to excel in the dynamic CTV market.