CTV Advertising Platforms (2026): 10 Ways to Buy Streaming TV

Streaming TV ads used to need an agency and a media plan. Connected TV changed that: you upload a video, pick an audience, set a goal such as site visits or sales, and the platform places the ad across streaming apps and smart TVs, then reports on what it drove.

This list is for brands buying streaming TV ads, especially those who've never bought TV before, not a general programmatic list. The ten platforms below are listed alphabetically and in no particular order, and every description comes from each vendor's own website, read as of Oct 2026. If you're comparing broader retargeting tools too, my guide to AdRoll alternatives covers those.

Connected TV platforms by buying model

I checked the free plan column on each vendor's own website, as of Oct 2026. Yes means the page names a free plan, a free version or an open source edition. Trial only means it names a time-limited free trial. Not stated means the page I read named neither, so check the vendor's own site before you sign up.

Tool	Type	Good for	Free plan
Amazon DSP	Programmatic buying (Amazon Ads Agent)	Streaming TV across Amazon and publishers	Not stated
Innovid	Ad serving and measurement	Interactive CTV ads and cross-screen measurement	Not stated
MNTN	Performance CTV platform	Self-serve CTV built for performance	Not stated
Premion	Local CTV and OTT (TEGNA)	Local and regional streaming TV ads	Not stated
Samsung Ads	TV maker ad platform	Reaching viewers on Samsung TVs	Not stated
Tatari	Convergent TV ad platform	Streaming, linear TV and online video together	Not stated
The Trade Desk	Independent DSP	CTV within omnichannel campaigns	Not stated
tvScientific	Performance CTV (Pinterest)	Outcome-based CTV with transparent reporting	Not stated
Viant	Omnichannel DSP	CTV with household-level identity	Not stated
Vibe	Commerce TV advertising (Walmart)	CTV judged on sales, run like search	Not stated

Ten connected TV advertising platforms

Amazon DSP

Best for: Advertisers wanting streaming TV alongside display, video and audio across Amazon properties and third-party publishers, now inside Amazon Ads Agent.

Innovid

Best for: Creative and ad ops teams wanting interactive and dynamic CTV ads, plus reach and frequency measurement across linear and CTV.

MNTN

Best for: Performance marketers in B2C, B2B and growth brands wanting auto-optimised CTV, attribution built for connected TV and AI-made TV ads.

Premion

Best for: Local and regional advertisers wanting premium CTV and OTT ads across 210 DMAs, backed by a broadcast TV company.

Samsung Ads

Best for: Reaching streaming-first households on Samsung TVs, with deterministic data from the TV itself and full-funnel measurement through Samsung TV Plus.

Tatari

Best for: Brands buying streaming TV, linear TV and online video in one place, from TV newcomers to very large spenders, with optional strategy services.

The Trade Desk

Best for: Agencies and data-driven marketers buying CTV as part of omnichannel campaigns through a large independent DSP.

tvScientific

Best for: Consumer brands in retail, games, fintech, insurance and travel wanting CTV judged on outcomes, with AI optimisation and transparent reporting.

Viant

Best for: Omnichannel buyers wanting CTV with household-level identity, plus audio, display, digital out-of-home and in-game from one DSP.

Vibe

Best for: Brands that judge TV on sales, reaching shoppers by what they buy online and in stores and running CTV like search and social.

Independent CTV names are joining retailers, social networks and broadcasters

Here's the pattern I found on the vendor pages. The Vibe page opens with a notice that it's now part of Walmart, the tvScientific page title adds by Pinterest, and Premion describes itself as a TEGNA company. Amazon DSP now sits under Amazon Ads Agent, one omnichannel ad platform.

So when you pick a CTV platform, you're often picking a retailer's, a social network's or a broadcaster's ad arm. That can be a plus, because a retailer's purchase data or a broadcaster's local reach may be exactly what you want. But ask whose data powers the targeting and where your own campaign data goes.

Performance CTV, TV maker inventory or a big DSP

• Self-serve performance CTV. Built for brands new to TV who judge it like search and social, on visits, sign-ups and sales. Most offer attribution made for connected TV.
• TV maker and local inventory. Ads on a manufacturer's own TVs and streaming service, or local and regional streaming TV across many markets.
• Large DSPs. CTV as one channel inside omnichannel campaigns, usually run by an agency or an in-house trading team.

What to check before your first streaming TV campaign

1. Measurement. Can it show visits and sales your TV ads drove, ideally with incrementality testing?
2. Inventory. Which streaming apps and channels will your ad run on?
3. Creative. Do you have a TV-ready video, or does the platform help you make one?
4. Frequency. How does it stop the same household seeing your ad too many times?
5. Minimums. Is there a minimum commitment before you can test?

Plan your first campaign as a test with two or three creative versions. My ad creative testing cheat sheet shows how to set that up so the results mean something.

Do you make a CTV advertising platform? Tool makers can ask to be considered for a featured place on this list.

Three CTV options worth a look if you're starting out

Updated 6 November 2026. If you don't have an agency or a TV ad yet, these three are worth a look. Details are from each company's site as of Nov 2026.

• Roku Ads Manager: Roku's self-serve platform for buying streaming TV ads directly on Roku. Its page says you get full access, can go live in minutes and pay no DSP fees. Verdict: a simple first test if you'd rather buy direct on Roku than through a DSP.
• Streamr.ai: makes a TV ad from your business name or website, then launches it on connected TV. The homepage pitches CTV advertising for SMBs, with AI creative, storyboards and campaigns in one workflow. Verdict: worth a look if the lack of a TV commercial is what's holding you back.
• Simpli.fi: a programmatic platform covering CTV, search, social and geo-fenced local ads. Its homepage promotes Simpli.Hub, which it says brings enterprise digital advertising to every location. Verdict: one for the shortlist if you run several local branches and want CTV next to local search and social.

Whichever you test, start with one area and one offer so you can tell what the ads did.

My plain advice on buying CTV ads

If you've never bought TV, start with a self-serve performance platform and judge it on the same numbers you use for search and social. Give it a fair run with clear goals, then decide whether it earns a permanent place in your plan.

If you already run large omnichannel campaigns, CTV inside your existing DSP keeps reporting in one place. Either way, read the ownership news: the platform's parent company now shapes the data you'll be targeting with. For DSP choice beyond streaming TV, compare programmatic advertising platforms.

Want your tool on this list? Featured spots and reviews here are paid partnerships. Here's how to partner with me.

I run AI training and workshops for teams, and help businesses with AI enablement and workflow automation, so the busywork runs itself and people get time back. Most of that work is with SaaS marketing teams and small businesses. Here's how we can work together.

Related: writing for us on streaming.

Frequently asked questions

What is connected TV advertising?

It's buying video ads that run on streaming TV apps and internet-connected TVs, targeted at audiences and measured much like digital ads.

What's the difference between CTV and OTT?

CTV is the device, such as a smart TV or streaming stick. OTT is the streaming content delivered over the internet. The two terms are often used together.

Can a small business advertise on CTV?

Yes. Self-serve CTV platforms let brands of many sizes launch campaigns without an agency, and some focus on local and regional advertisers.

How do you measure CTV ads?

Platforms match ad exposure to later actions such as site visits, app installs and purchases, and some run incrementality tests to show what the ads added on top of what would have happened anyway.

Do I need a TV commercial to start?

You need a video built for TV screens. Some platforms on this list offer AI tools or creative services to help you make one.