Whether you are a CTV provider or an advertiser, you will surely need a CTV advertising platform to successfully monetize your ad campaigns, and stay ahead of competitors.
Video content continues to be on the rise, and CTV platforms and other networks are getting in on the trend – and that too quickly. The emerging digital space allows providers to streamline adverts on CTV channels through programmatic advertising.
Top CTV Advertising Platforms
If you are looking to advertise your mobile app on connected TV, this guide will answer your questions on how CTV advertising platforms work, and most importantly, what to look for when choosing from our list of top companies down below.
What is CTV advertising?
In order to define CTV advertising, we must first understand what connected TV is. Television has been around for what feels like a significant amount of time, and now it is being adapted to current technology and more advanced devices.
CTV, in essence, is an internet-connected device that allows consumers to watch video content on demand, instead of waiting for it to be broadcasted as with traditional television. Amazon Fire Stick, the infamous PlayStation and Xbox as well as Apple TV or smart DVD players are all examples of connected TV that stream content.
With connected TV, you do not need the traditional cable provider, a.k.a cable TV, or broadband connection, but it is instead consumed via the internet. And this very fact makes CTV the perfect space for targeted advertising.
To put it simply, CTV advertising describes the process of streaming TV advertising, or video ads that are delivered to viewers whilst they consume content, for example, movies and TV shows. The TV ads are displayed on either a smart TV or the connected devices we mentioned earlier, like Fire Stick.
This form of programmatic advertising is a productive way to reach highly targeted viewers, and support demand generation for your product or service.
Featured CTV Advertising Platforms
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The best CTV advertising platforms
CTV advertising platforms are services that enable advertisers to deliver video ads directly to viewers through streaming devices, smart TVs, and other internet-connected TV systems. In other words, these platforms target audiences who consume content through streaming services rather than traditional cable (or broadcast TV).
We’ve listed the best CTV advertising platforms below.
1. Verve
Verve is a global ad technology platform that specializes in data-driven advertising solutions for mobile, desktop, and CTV. The company helps brands and advertisers reach targeted audiences through programmatic advertising, with a strong emphasis on location-based marketing.
Verve emphasizes brand safety by ensuring that ads appear in high-quality contexts. In short, they work with trusted publishers to avoid placing ads in otherwise unsuitable or low-quality content.
Overview
Verve Group was founded in 2005 by Tom Kenney. Initially, the company was named Verve Mobile and primarily focused on location-based mobile advertising, which allowed brands to target ads based on users’ real-world geographic locations.
Over time, Verve expanded its services, including advertising solutions for mobile, desktop, and CTV.
Services
Verve provides its customers with the following services:
- Allows advertisers to buy CTV ad inventory programmatically. This means that advertisers can purchase ad space in real time, targeting specific audience segments
- CTV solutions that enable cross-device targeting, allowing advertisers to connect with viewers across mobile, desktop, and TV devices
- Uses various data signals (demographics, location, interests, and behaviors) to help brands reach their ideal audiences
2. Amazon DSP
Amazon DSP is a programmatic ad platform that allows advertisers to purchase and manage digital ad inventory across various websites and apps. It helps businesses target their ads to specific audiences using Amazon’s data and machine learning capabilities.
Advertisers can reach potential customers on Amazon’s properties as well as on third-party sites and apps, optimizing their ad campaigns based on performance and audience insights. Amazon’s DSP for CTV offers a robust set of features for advertisers looking to leverage their extensive audience data.
Overview
Amazon DSP was launched in 2012. It was introduced as part of Amazon’s broader ad strategy to offer advertisers more sophisticated tools for targeting and optimizing their digital advertising efforts.
Notable clients of Amazon DSP include Procter & Gamble, Unilever, L’Oréal, Sony, and Coca-Cola.
Services
Amazon DSP provides its customers with the following services:
- Leverages Amazon’s data to target ads based on user behavior, interests, and demographics
- Automates the buying and placement of digital ads across websites, apps, and Amazon’s many properties
- Tools to create, test, and optimize ad creatives to improve performance
3. StackAdapt
StackAdapt is a self-serve programmatic ad platform designed to help advertisers plan, execute, and optimize digital advertising campaigns across various channels, including CTV, display, native, video, and more.
It is, first and foremost, a demand-side platform (known as DSP) that allows brands and marketers to reach targeted audiences using data-driven advertising techniques, all through a unified, easy-to-use interface.
Overview
Services
StackAdapt provides its customers with the following services:
- Allows advertisers to deliver video ads on streaming platforms and smart TVs. This includes targeting audiences based on behavioral data, demographics, and content preferences
- Specializes in native ads, which blend in with the surrounding content on websites, making the ads feel more organic and less intrusive
- Standard display ads (banners) can be run across websites, targeting users based on browsing behavior and contextual signals
4. PubMatic
PubMatic is a global sell-side platform (known as SSP) that enables publishers to monetize their digital assets, including websites, mobile apps, and CTV channels, through programmatic advertising.
It helps publishers connect their ad inventory with demand sources such as advertisers, demand-side platforms, and ad networks in real time, maximizing ad revenue through automated bidding processes. PubMatic is a key player in the ad tech ecosystem, providing tools that enable publishers to sell their ad space programmatically.
Overview
PubMatic was founded in 2006 by Rajeev Goel, Amar Goel, Anand Das, and Mukul Kumar. The company’s headquarters are in Redwood City, California, and it went public on the Nasdaq in 2020.
PubMatic’s clients include major publishers, media companies, and app developers who rely on the platform to optimize their ad revenue through programmatic advertising.
Services
PubMatic provides its customers with the following services:
- Allows multiple demand sources to bid on ad inventory simultaneously, increasing competition and driving up revenue for publishers
- Enables both open auctions, where ad inventory is available to all bidders, and private marketplaces (PMPs), where publishers can offer inventory to select advertisers or DSPs at a negotiated price
- Provides publishers with real-time data and insights to optimize inventory performance. This includes information on fill rates, ad viewability
5. SmartyAds
SmartyAds is a digital ad software developer specializing in programmatic solutions for advertisers, publishers, ad agencies, and enterprises.
They offer two key platforms, one of which enables advertisers to buy digital ad inventory across multiple channels and devices in an automated, efficient manner. The other is designed for publishers and helps optimize ad revenue by managing and selling ad inventory more effectively.
Their CTV solutions enable advertisers to reach audiences who consume content via smart TVs and streaming devices.
Overview
SmartyAds was founded in 2013 and focuses on leveraging machine learning and artificial intelligence to create advanced programmatic advertising platforms.
SmartyAds serves multiple clients across various industries and geographies, aiming to provide efficient (and effective) digital advertising solutions via their tech platform.
Services
Smarty Ads provides its customers with the following services:
- Creative services to help advertisers design and develop compelling ad creatives that resonate with their target audience
- Advanced technology and algorithms to detect and prevent ad fraud. This ensures that advertisers’ budgets are spent on genuine ad impressions
- Robust analytics and reporting tools that provide clients with insights into campaign performance, audience engagement, and ad placement effectiveness
6. OpenX
OpenX is a leading programmatic advertising exchange that connects publishers and advertisers through a real-time bidding (RTB) platform.
It enables publishers to monetize their digital inventory while providing advertisers with access to a vast range of ad placements across various channels, including display, mobile, video, and CTV. It’s a comprehensive programmatic advertising exchange that provides tools and services to enhance the efficiency of digital advertising for both publishers and advertisers.
Overview
OpenX was founded in 2007 by Scott Olechowski, Jason Fairchild, and Mike Peralta. Headquartered in Los Angeles, California, the company has grown to become a significant player in the ad tech industry, offering innovative solutions for both publishers and advertisers.
Some notable clients and partners include prominent media brands, retail companies, and tech firms, who benefit from OpenX’s programmatic solutions and extensive inventory access.
Services
OpenX provides its customers with the following services:
- Provides robust data analytics and insights to help both publishers and advertisers measure performance, optimize campaigns, and enhance decision-making
- Emphasizes brand safety by ensuring ads are displayed in appropriate environments and implementing measures to detect and prevent ad fraud
- Supports a variety of ad formats, including rich media and native ads, allowing advertisers to create engaging and effective advertising experiences
7. The Trade Desk
The Trade Desk is a leading tech company that provides a demand-side platform for digital advertising. The platform enables advertisers to purchase and manage ad placements across multiple channels, including display, video, mobile, and CTV.
The Trade Desk offers a self-serve platform for advertisers to buy ad inventory programmatically, using real-time bidding (RTB) to maximize ad reach and efficiency, and advertisers can run campaigns across various digital formats and devices.
Overview
The Trade Desk was founded in 2009 by Jeff Green, Dave Pickles, and Gilad Liberman. Since its inception, the company has grown to become a leading player in the programmatic advertising space.
The Trade Desk serves a wide range of clients, including major brands, advertisers, and agencies across various industries, helping them optimize their digital advertising strategies and achieve better campaign results.
Services
The Trade Desk provides its customers with the following services:
- Provides sophisticated targeting options, including demographic, geographic, and behavioral targeting, as well as the ability to create custom audience segments
- Allows advertisers to integrate their own first-party data, as well as access third-party data sources, enhancing audience targeting and campaign effectiveness
- Emphasizes transparency, providing detailed reporting and analytics to help advertisers understand campaign performance and optimize accordingly
8. MNTN
MNTN (formerly known as Dai.ly) is a programmatic advertising platform specifically focused on CTVÂ advertising. It enables brands to run video ads on various streaming services and CTV platforms, offering tools to help marketers optimize their campaigns effectively.
Overview
MNTN was founded in 2015. Originally known as Dai.ly, it rebranded to MNTN in 2020 to better reflect its focus on Connected TV advertising and programmatic solutions.
The platform was founded to provide a more effective solution for brands looking to engage audiences through CTV, recognizing the growing trend of viewers moving away from traditional cable TV.
Services
MNTN provides its customers with the following services:
- Offers tools for dynamic creative optimization, enabling advertisers to tailor their ads based on performance data and audience interactions
- Provides advanced targeting capabilities, allowing advertisers to reach specific demographics, interests, and behaviors
- Offers robust analytics and reporting tools to help advertisers measure campaign performance and optimize their strategies based on real-time data
9. Kaltura
Kaltura is a leading video technology platform that provides a range of solutions for video hosting, streaming, and management. The platform enables businesses, educational institutions, and media organizations to create, manage, and distribute video content across various channels.
Overview
Kaltura was founded in 2006 by Ron Yekutiel, Michal Tsur, Ayelet Dolev, and Gidi Shmerling. The company was created to provide innovative video solutions for a variety of industries, including education, media, and enterprise.
Notable clients include major universities like Stanford University, organizations like Harvard Business Publishing, and various media outlets.
Services
Kaltura provides its customers with the following services:
- Provides a customizable video player that supports multiple formats and can be embedded in websites, apps, and learning management systems (LMS)
- Users have access to detailed analytics and reporting tools to measure viewer engagement, performance, and other key metrics
- Provides options for monetizing video content, including subscription-based models, pay-per-view, and advertising
10. Brandzooka
Brandzooka is a programmatic advertising platform that focuses on simplifying digital advertising for both brands and agencies. It allows users to create, manage, and optimize video ad campaigns with ease.
Brandzooka provides an intuitive platform that enables users to quickly create and launch video ad campaigns without extensive technical expertise, and advertisers can distribute their video ads across multiple channels, including CTV, display, and social media. Brandzooka aims to democratize digital advertising by providing a platform that simplifies the process.
Overview
Brandzooka was founded by Kirk McDonald and Dave Karp in 2015. The platform was created to simplify programmatic advertising and make it accessible to a broader range of businesses.
Many SMBs use Brandzooka to access affordable programmatic advertising solutions, and agencies can leverage the platform to manage campaigns for multiple clients efficiently.
Services
Brandzooka provides its customers with the following services:
- Provides various targeting options, including demographic, geographic, and behavioral targeting, to help brands connect with their desired audience
- Offers comprehensive analytics and reporting tools to measure campaign performance, engagement metrics, and return on investment
- Includes tools for ad creation, enabling users to design and customize their video ads directly within the platform
11. VPlayed
VPlayed is a comprehensive video streaming platform that provides solutions for businesses and organizations to create, manage, and deliver video content. Users can create custom apps for various CTV platforms (such as Roku, Apple TV, Amazon Fire TV, and Android TV), enhancing their brand presence and user engagement.
VPlayed offers a highly customizable video player that can be tailored to match branding and user experience needs.
Overview
VPlayed was founded in 2015 by Vikash Kumawat and Saurabh Agrawal. The platform was developed to provide comprehensive video streaming solutions tailored to various industries, including media, education (and corporate training).
Advertisers use the platform to create branded content and ads specifically designed for CTV viewers.
Services
VPlayed provides its customers with the following services:
- Supports both live streaming and on-demand video delivery, allowing users to broadcast events or provide a library of content for viewers to choose from
- Offers various monetization options for CTV content, including subscription models, ad-supported content, and transactional video-on-demand
- Provides detailed analytics tools for tracking viewer behavior, engagement, and performance metrics on CTV platforms, helping users optimize their content strategies
12. IBM Watson Media
IBM Watson Media is a comprehensive video streaming and AI platform that provides solutions for live and on-demand video delivery. It leverages IBM’s AI capabilities to enhance video content management, streaming quality, and audience engagement.
Overview
IBM Watson Media was launched in 2016 as part of IBM’s broader initiative to integrate AI with media and video streaming solutions. It evolved from IBM’s earlier video streaming services.
Notable clients include NHL, NASCAR, and various universities and media companies that rely on video streaming and AI analytics solutions.
Services
IBM Watson Media provides its customers with the following services:
- Can integrate with other IBM Watson services, such as natural language processing and machine learning, to enhance content recommendations and user experience
- Users can customize the video player to align with their brand and enhance the viewing experience
- The platform is designed to scale with the needs of organizations, accommodating varying audience sizes and streaming demands
13. TargetVideo
TargetVideo is a digital video ad platform that specializes in programmatic advertising. It provides solutions for brands and advertisers to create, distribute, and optimize video ad campaigns across various channels, including CTV.
Overview
TargetVideo was founded in 2014 by Tamar Eilam and Shimon Ravid. It was developed to provide solutions for programmatic video advertising, helping brands and agencies effectively reach their audiences through multiple digital channels.
The platform has attracted a diverse range of clients, including brands, agencies, and eCommerce companies, by offering innovative solutions for video ad campaigns.
Services
TargetVideo provides its customers with the following services:
- Provides advanced targeting options, allowing advertisers to reach specific demographics, interests, and behaviors
- Users have access to comprehensive analytics tools to track campaign performance, viewer engagement, and return on investment
- The platform offers tools for creating and optimizing video ads, making it easier for advertisers to produce compelling content
What are CTV advertising platforms?
If connected TV advertising describes the notion of streaming video ads on smart TVs and other mainstream devices, then CTV advertising platforms refer to providers that display adverts for marketers on multiple channels as well as streamline the content.
Think of connected TV companies as the mastermind behind content sharing that allow advertisers to reach a highly targeted audience based on demographics, common interests, and consumer behavior.
CTV advertising platforms are also considered programmatic advertising platforms that automate the buying and selling process of ad inventory. They deliver personalized ad experiences to target viewers based on accurate user data and their own CTV campaign insights.
Aside from CTV advertising platforms being able to display ad content to just the right user base to drive more awareness to your mobile app, there are plenty more reasons why you should consider working with them.
Let us dive in, shall we?
Why use connected TV advertising companies?
CTV ad spend is continuing to skyrocket over the past years. According to GroupM’s mid-year forecast, CTV advertising is most likely to expand by 13.2% worldwide in 2023 to $25.9 billion. And as of June, 2023, a report by Vivvix stated that connected TV ad spend reached $1 billion.
Not only has CTV ad spend been booming in recent years, but the percentage of traditional, linear TV audiences has been declining too, going down steadily from 76% over the past decade. This is mainly due to the fact that viewers who do not use cable or satellite can easily consume unlimited content online.
While the nature of traditional TV advertising allows advertisers to reach millions of viewers at the same time, they reach basically everyone watching one series or movie. Their ad content is therefore not targeted, meaning they do not reach high-intent audiences. So, there is a high viewing rate, but an even lower conversion rate when observing an ad campaign as a whole.
While traditional TV audiences decline, so do the impressions and performance of the TV ads. The campaign measurement becomes therefore more optimal through CTV advertising, as most users are likely to make a purchase after watching the highly-targeted ad.
Connected TV advertising is the new way to go, as you can tell, and partnering with top CTV advertising platforms will allow you to enjoy more key advantages that will make your ad campaigns more effective and measurable.
Extreme targeting
CTV advertising platforms make sure audiences are accurately segmented, based on personal interests, occupation type as well as their consumer behaviors. Hence, they are able to analyze this data, and reach and target customers that share a mutual interest in the product.
Reaching a highly-targeted viewer base while avoiding other audience groups is extremely important, especially to more niche businesses. Advertisers instantly increase the chances of users visiting their mobile apps, with the intention to download and install.
Accurate tracking & attribution
Working with a CTV advertising company will allow you to accurately track your campaign through conversions. And through effective attribution tools, advertisers will be able to see how many viewers visited their mobile app and downloaded after watching the ad.
A top platform will measure your CTV performance and get insight into key metrics that will help improve and tweak campaign strategies and efforts. For example, you could gain insight into traffic, clicks and views as well as the types of viewers you reached.
You can also identify which creative choices or viewing times worked best and attracted the most users to your mobile app.
Flexible optimization
Another great thing about CTV advertising platforms is that advertisers can amend and optimize as they go, without having to waste too much time and budget on making significant changes. This is due to the fact that connected TV advertising companies can get real-time campaign data and monitor them on the fly.
Flexible optimization makes sure that every dollar is spent wisely and in the most efficient way possible, reducing the risk of budget waste. For example, advertisers can create multiple CTV campaigns and only change the variables that need to be altered, such as creatives, demographics and channels.
This method enables quick and flexible optimization to CTV ad performances, allowing conversion rates as well as return on ad spend to boost in revenue more quickly and efficiently.
What to look for in a CTV advertising platform?
When looking for the right CTV advertising platform to work with for your advertising campaigns, it is helpful to know what features you want your ideal platform to have, and also what exactly you are looking for.
You want to find a CTV ad network that can work towards your campaign goals effectively, and maximize revenue in a sustainable way.
So, here is a checklist of features that you want to look for when choosing a top CTV advertising platform.
Yield optimization
Yield optimization is a strategy that is used to maximize the significance of digital advertising. And as mobile advertisers are dedicated to achieving the highest yields for their ad impressions, yield optimization tools can help to increase ad performance and revenue through accurate data analysis, for example.
Other yield optimization techniques include audience targeting, programmatic ad targeting, real-time biddings (RTB) as well as creating variable strategies, like viewing timings based on consumer behavior and demand predictions.
Advanced targeting
You want to look for a CTV advertising platform that heavily focuses on more precise targeting strategies. With CTV being the new era of highly targeted ads, you want to work with a company that allows you to segment your target viewers with precision, and with the help of data-driven insights.
The kind of data that CTV advertising platforms provide access to is key. First-party data that is valuable to advanced targeting. It entails demographic information on users, including their attributes, such as age, gender and location. Any behavioral data gathered from consumption patterns are key too.
Platforms that give you insight into the TV watch histories, giving you an idea of, for example, genre preferences allow you to refine your targeted ad campaigns based on viewing behaviors. With data on ad exposure, you will be able to make sure your ads will reach the intended audience too.
Ad analytics tools
CTV advertising platforms will give you just the right ad analytics tools you need in order to accurately track and monitor your ad performance.
Having an overview of your ad campaigns is absolutely crucial to be able to make any changes necessary to boost those conversions in the longer term.
Collecting valuable data and getting real-time analytics, including regular and historical reportings, will maximize your advertising efforts, and allow you to achieve better and more sustainable results.
CTV advertising companies will give you the right reporting and data insights, lifting the heavy weight off your shoulders, so that all you need to do is focus on making your campaigns bigger and better.
Choose top CTV advertising platforms
The trend of connected TV advertising continues to evolve and grow with the advancement of current technology. And with the world becoming more digitized, especially after the global pandemic in 2020, CTV advertising platforms are a must-have, if you’re an advertiser or app owner trying to get your mobile app to the top of the app market.
Partnering with the right connected TV advertising company can be extremely beneficial to the longevity and success of your ad campaigns, taking them to further heights, with useful analytics tools and advanced targeting strategies.
We have carefully put together a list of top CTV advertising platforms that will suit your unique business goals and needs, reaching the right audience to increase impressions and install rates for your mobile app.
