If you’re not confused with all the three-letter acronyms, you’re in elite status. CTA stands for a call to action. It’s the quick action you want someone to take. “Click this button!” is a call to action.
CTV stands for a call to value. This is when the button shows the value or benefit. “Yes! I want to get a discount!” is a call to value. Instead of asking the user to click the button, they know to click the button to get a benefit.