Connected TV advertising, particularly through a CTV Ad Platform, is booming in 2025 as brands move budgets from linear TV to streaming. With precise targeting offered by the CTV Ad Platform, real-time analytics, and AI-driven optimization, CTV combines the impact of TV with the efficiency of digital. Platforms like Adtelligent, Amazon DSP, and The Trade Desk lead the shift toward privacy-first, performance-driven campaigns — proving that the future of advertising is connected, measurable, and cross-screen.
TL;DR
Not long ago, connected TV ads were still new. Most brands stuck with traditional TV, and buying ads on streaming platforms felt complicated and uncertain.
Now, in 2025, CTV is one of the fastest-growing areas in digital advertising. Viewers spend almost half of their screen time on streaming, and advertisers are following them there. CTV has become a must-have in every media strategy. So which platforms are leading the way? Let’s look at the 10 top CTV ad platforms in 2025 and see what makes them stand out.
The Growth of the CTV Advertising Market
Soaring Ad Spend
Connected TV has officially become one of the biggest drivers of digital ad growth.
In the United States alone, CTV ad spend is expected to reach $32.6 billion in 2025, almost twice what it was just a few years ago. Another forecast puts the figure even higher — at $33.3 billion, marking a steady 15–16% year-over-year increase.
The connected TV advertising market is growing rapidly as brands shift budgets from traditional TV to digital streaming. According to Kantar, over 54% of marketers plan to increase spending on TV and streaming ads in 2026, while another 19% will invest more in product placement. This helps offset the decline in linear TV budgets and creates a more balanced media mix.
Market Dynamics and Projections
What’s striking is that CTV viewership is growing even faster than ad investment. That means there’s still plenty of room for monetization as brands work to match spending with where audiences actually are.
Viewers are changing how they watch content: YouTube reports that 36% of its total viewing now happens on TVs, and connected TV already makes up more than a third of all video ad spend in the UK. Meanwhile, AI-powered discovery like Google’s Gemini on Google TV is transforming how audiences find shows, while voice-controlled ads are turning passive viewing into interactive experiences.
At the same time, streaming and retail media are converging. For example, Netflix ads will soon be available programmatically through Amazon DSP, joining a network of partners. Industry experts expect the CTV ad market to double by 2028 as advertisers embrace interactive formats and precise targeting. The IAB Tech Lab highlights the next steps – better standards, live-event optimization, and unified measurement.
Key Features of CTV Advertising
Extreme Targeting Capabilities
CTV enables advertisers to reach audiences with precision — targeting by demographics, interests, viewing behavior, or even household data. This makes every impression more relevant and efficient.
Technological Innovations
From server-side ad insertion (SSAI) to interactive and shoppable ads, CTV uses cutting-edge tech to deliver seamless, personalized viewing experiences. Utilizing a CTV Ad Platform allows for tracking diverse metrics, enabling brands to fine-tune their advertising strategies swiftly.
Impact of Consumer Behavior Changes
As more viewers shift to streaming, advertisers can follow audiences across platforms and devices, blending TV-quality storytelling with digital reach. Choosing the right CTV Ad Platform can significantly impact the effectiveness of advertising campaigns, leading to better outcomes.
Real-Time Metrics and Analytics
Unlike traditional TV, CTV provides instant insights — tracking impressions, completion rates, and conversions to measure campaign success in real time.
Cost-Effectiveness
By combining precise targeting and measurable performance, CTV reduces wasted spend and increases ROI, making it a smarter, more efficient investment than linear TV.
10 Top CTV Ad Platforms in 2025
As connected TV becomes a cornerstone of digital advertising, the number of platforms offering CTV buying, targeting, and measurement capabilities keeps growing. Below is an overview of the leading players shaping the market in 2025:
Adtelligent
Adtelligent is a global ad tech company offering a full-stack programmatic ecosystem for publishers, advertisers, and retail media networks. Its SSP, DSP, and Dynamic Ad Insertion technology support CTV, OTT, and DOOH monetization with strong privacy compliance and server-side integration.
Top features:
- Advanced CTV/OTT ad serving with server-side ad insertion (SSAI)
- Retail Media Platform for in-store, online, and DOOH monetization
- Real-time analytics and reporting dashboards
- Transparent auctions and flexible pricing models (CPM, CPC, etc.)
- Data Clean Room for privacy-first audience matching
Best for:
Advertisers and publishers seeking end-to-end programmatic control, privacy-compliant targeting, and multi-channel monetization (CTV, DOOH, web, mobile).
Amazon DSP
Amazon DSP enables advertisers to programmatically buy video and display ads both on Amazon-owned properties (Prime Video, Fire TV) and across third-party publishers. Its access to rich first-party shopping and viewing data sets it apart in precision targeting.
Top features:
- Access to Amazon’s proprietary audience data
- Direct inventory on Prime Video and Freevee (AVOD)
- Seamless integration with Fire TV for CTV ad placements
- Custom audience building based on purchase intent and product categories
- Detailed performance insights via Amazon Marketing Cloud
Best for:
Brands focused on commerce-driven advertising, product retargeting, and measurable sales outcomes.
DV360 (Google Display & Video 360)
Google’s DV360 remains one of the most comprehensive DSPs for cross-channel programmatic buying, including connected TV. Integrated within the Google Marketing Platform, it offers streamlined workflows, audience insights, and access to premium inventory.
Top features:
- Unified platform for CTV, YouTube, Display, and Programmatic Video
- Strong integration with Google Analytics and Campaign Manager 360
- Automated bidding and AI-driven optimization
- Extensive targeting through Affinity, In-Market, and custom segments
- Robust measurement tools including lift studies and reach forecasts
Best for:
Large advertisers and agencies managing multi-channel campaigns who need deep analytics and automation.
Magnite
Magnite is one of the largest independent sell-side platforms (SSPs) specializing in video and CTV monetization. It connects publishers with premium demand sources while offering transparent auctions and advanced ad serving.
Top features:
- Industry-leading CTV ad exchange infrastructure
- Integrations with major demand sources (The Trade Desk, DV360, etc.)
- Audience-based deal management (PMP, programmatic guaranteed)
- Granular analytics and yield optimization tools
- Identity and privacy solutions for post-cookie targeting
Best for:
Publishers and broadcasters seeking to maximize yield across streaming and linear TV inventory.
MNTN
MNTN positions itself as a performance marketing platform for television. It automates CTV ad buying and creative optimization, making it accessible even for brands without large media teams.
Top features:
- Self-serve platform with AI-powered campaign automation
- Real-time performance metrics linked to conversions
- Creative-as-a-Service for quick video ad production
- Audience retargeting via first-party data and CRM sync
- Transparent pricing and outcome-focused analytics
Best for:
Mid-sized and DTC brands looking to run performance-focused TV campaigns with measurable ROI.
PubMatic
PubMatic provides programmatic monetization solutions for CTV publishers and broadcasters. Its platform combines real-time analytics, header bidding for OTT, and strong fraud prevention.
Top features:
- CTV and OTT header bidding for fair competition and higher yield
- Real-time reporting on inventory and performance
- Advanced ad quality and fraud prevention controls
- Data-enriched targeting through Connect by PubMatic
- Private marketplace (PMP) and guaranteed deal support
Best for:
Publishers and CTV app owners aiming to optimize programmatic revenue and maintain transparency.
Roku OTT Advertising
Roku remains one of the most established names in streaming and connected TV advertising. With a large U.S. device footprint and its own ad-supported channel (The Roku Channel), it gives advertisers access to premium, household-level data.
Top features:
- Access to 100M+ streaming households through Roku devices
- The Roku Channel with AVOD inventory
- OneView DSP for unified TV + digital campaign management
- First-party audience data and incremental reach measurement
- Shoppable and interactive ad formats
Best for:
Brands targeting U.S. streaming audiences with household-level targeting and high reach potential.
StackAdapt
StackAdapt is a programmatic platform that integrates CTV buying alongside native, video, and audio channels. It’s known for its user-friendly interface and strong AI-based optimization features.
Top features:
- Cross-channel activation (CTV, video, display, audio, native)
- Predictive AI to optimize bids and creatives in real time
- Granular audience segmentation and lookalike modeling
- Incrementality measurement and attribution tools
- Transparent reporting and cost control
Best for:
Agencies and performance marketers running multi-format, data-driven campaigns.
Tatari
Tatari bridges linear and connected TV advertising, focusing on measurement and automation. It’s designed for marketers who want to treat TV as a performance channel rather than a traditional awareness medium.
Top features:
- Unified buying across linear and streaming inventory
- Detailed attribution and lift measurement
- Audience retargeting and frequency management
- Transparent cost structure with access to real-time spend data
- API integrations for CRM and analytics systems
Best for:
Performance-driven brands seeking to track TV ads like digital — measurable, flexible, and data-backed.
The Trade Desk
The Trade Desk is one of the most powerful DSPs for CTV and video advertising, offering access to nearly every major streaming service and publisher. It stands out for its precision targeting, identity framework (UID 2.0), and cross-device measurement.
Top features:
- Massive CTV inventory access across premium publishers
- Unified ID 2.0 for privacy-first targeting
- AI-driven bidding and optimization with Koa AI
- Advanced measurement and frequency control
- Robust marketplace for private deals (OpenPath, UID matching)
Best for:
Enterprise marketers and agencies looking for scale, transparency, and advanced targeting across CTV ecosystems.
Verve Group
Verve combines mobile, DOOH, and CTV advertising under one omnichannel platform. Known for its strong contextual targeting and creative innovation, it’s a growing player in privacy-compliant programmatic CTV.
Top features:
- Contextual and location-based targeting for CTV
- Cross-channel audience management (mobile + TV + DOOH)
- AI-powered creative personalization
- Transparent supply path optimization
- Support for identity-free targeting
Best for:
Advertisers who want contextual precision and cross-screen consistency in a privacy-safe environment.
When choosing a CTV ad platform, focus on data access, targeting depth, transparency, and cross-channel integration. The best platform depends on whether your goals are brand awareness, performance measurement, or revenue monetization.
| Platform | Overview | Key strengths | Best use case | Access / Type |
| Adtelligent | Full-stack ad tech for CTV, OTT, DOOH | SSAI, clean room, yield optimization | Multi-channel monetization, privacy-first targeting | Global, Hybrid (SSP + DSP) |
| Amazon DSP | Access to Prime Video & Fire TV inventory | First-party shopper data, clean room insights | Commerce & retail media campaigns | Managed / Self-Serve |
| DV360 (Google) | Google’s cross-channel DSP | AI bidding, advanced analytics, YouTube integration | Large-scale, data-driven advertisers | Global, DSP |
| Magnite | Independent SSP for premium video | Transparent auctions, PMP deals, yield tools | Broadcasters & premium publishers | SSP |
| MNTN | Performance-driven CTV ad automation | AI optimization, conversion tracking | SMBs, DTC brands | Self-Serve |
| PubMatic | Monetization and header bidding for CTV | Real-time analytics, fraud protection | App owners, streaming publishers | SSP |
| Roku Advertising | US leader in streaming TV ads | OneView DSP, household data, shoppable formats | US-focused brand reach | DSP / Proprietary |
| StackAdapt | Programmatic platform for multi-format ads | Predictive AI, lookalike modeling | Agencies running cross-channel campaigns | Global, DSP |
| Tatari | Unified linear + CTV buying platform | Attribution, lift tracking, real-time costs | Performance advertisers | Hybrid |
| The Trade Desk | Global DSP with broad streaming access | UID 2.0, Koa AI, OpenPath | Enterprise-scale campaigns, advanced targeting | Global, DSP |
| Verve Group | Contextual + location-based targeting | AI creative, privacy-safe ads | Context-driven campaigns, mobile + CTV synergy | Global, Omnichannel |
Selecting the Right CTV Platform
As connected TV advertising continues to dominate brand strategies, choosing the right CTV Ad Platform is becoming a defining factor in campaign success. Investing in a robust CTV Ad Platform provides brands with the tools needed to navigate the complexities of connected TV advertising. With dozens of CTV advertising platforms and OTT companies competing for attention, advertisers must evaluate performance, transparency, targeting precision, and measurement capabilities to make informed choices.
Below are the essential factors to consider when selecting the best CTV Ad Platform in 2025:
Yield Optimization Factors
The foundation of a strong CTV Ad Platform lies in effective yield optimization — ensuring each impression within your CTV ad inventory delivers maximum ROI. Key features include:
- Dynamic CPM pricing and real-time bidding
- Programmatic OTT capabilities for automated efficiency
- AI-powered pacing and frequency management
- Unified dashboards to analyze performance instantly
For publishers and broadcasters, platforms like Adtelligent, Magnite, and PubMatic enable smarter yield management across CTV vs OTT channels, providing seamless control over OTT advertising cost and performance visibility. Adtelligent’s SSP and OTT ad platform solutions are built to help partners maximize revenue with advanced server-side integration and transparent auctions.
Audience Segmentation Strategies
In 2025, success in connected TV advertising relies on deep, data-driven audience segmentation. The best CTV advertising platforms allow advertisers to target users across demographics, interests, and behaviors — often blending contextual and geographic signals.
Solutions such as DV360 Connected TV, The Trade Desk, and StackAdapt enable real-time segmentation and retargeting through AI-powered insights. Adtelligent’s Data Clean Room further enhances OTT targeting precision, ensuring privacy-first audience matching without sacrificing campaign performance.
Privacy-Conscious Features
As privacy regulations and cookie deprecation reshape the ecosystem, CTV buyers increasingly prioritize platforms with privacy-conscious features. Look for:
- Identity-free targeting through contextual signals
- Data clean rooms and encrypted audience matching
- Compliance with GDPR, CPRA, and GPP frameworks
Adtelligent’s privacy-first design and built-in data clean room technology help brands and publishers maintain compliance while achieving precise targeting — a key differentiator among leading CTV Ad Platforms and OTT ad networks.
Importance of Measurement Metrics
Understanding CTV ads meaning isn’t just about placement — it’s about outcomes. A leading CTV Ad Platform should provide robust metrics for OTT video advertising performance and programmatic OTT attribution.
Top measurement metrics include:
- View-through rate (VTR) and completion rate
- Incremental lift and post-view conversions
- Frequency caps and pacing efficiency
- Household-level attribution and reach
Platforms like Tatari, MNTN, and Adtelligent lead in measurement transparency, allowing advertisers to track OTT programmatic advertising results in real time. Adtelligent’s reporting tools unify OTT media buying and connected TV analytics in a single dashboard, giving marketers full visibility into performance across devices.
Understanding Reach and Impressions
Balancing reach and frequency is critical for scalable connected TV advertising. The goal is to maximize unique household reach while preventing overexposure. Top CTV platforms like Roku CTV advertising, Amazon DSP, and DV360 excel at this by using household-level data and cross-device deduplication.
Adtelligent’s CTV Ad Platform integrates advanced algorithms to measure CTV vs OTT reach overlap, ensuring efficient budget allocation across streaming and display channels. With more viewers spending time in ad-supported OTT environments, optimizing for reach efficiency is now a strategic necessity.
Evaluating Campaign Performance
The most successful CTV advertising platforms treat TV as a measurable digital channel. Evaluating OTT ads example performance includes assessing engagement, conversions, and brand lift.
Leading OTT companies are adopting AI and predictive modeling to provide outcome-based analytics. Adtelligent empowers advertisers to connect OTT media buying data with CRM and attribution systems, offering clarity on how CTV exposure drives real-world actions. Its programmatic OTT tools ensure that both awareness and performance goals are met with minimal waste.
Conclusion and Recommendations
The CTV and OTT advertising ecosystem is expanding rapidly, merging the precision of digital with the storytelling power of television. Selecting a reliable CTV Ad Platform is crucial for maintaining a competitive edge. To choose the right CTV Ad Platform, focus on:
- Data depth — audience segmentation and cross-device tracking
- Transparency — clear auction mechanics and real-time insights
- Privacy — compliant identity frameworks and secure data handling
- Integration — unified management of OTT programmatic advertising and display
For brands and publishers seeking a flexible, transparent, and privacy-first solution, Adtelligent stands out as a trusted technology partner. Its unified CTV Ad Platform connects advertisers to global OTT ad networks, enabling smarter yield, richer targeting, and accurate performance measurement across every screen.
As the lines between CTV vs OTT blur, success will come to those who combine innovation, accountability, and agility — and platforms like Adtelligent are already leading that evolution.
FAQ: Everything You Need to Know About CTV Advertising in 2025
What Is Connected TV?
Connected TV refers to any television that connects to the internet — either directly (via smart TVs) or through external devices such as Roku, Fire TV, Apple TV, or gaming consoles.
Unlike traditional broadcast television, connected TV advertising allows brands to deliver personalized, data-driven ads to specific households and devices, often using real-time analytics and targeting tools.
What Is CTV Advertising?
CTV advertising means placing video ads on streaming platforms accessed through connected TVs. These ads run within premium on-demand or live-streamed content and can be bought programmatically.
The key advantage of CTV ads is precision — advertisers can reach audiences based on demographics, interests, and behaviors instead of broad TV demographics. That’s why many brands now see CTV as a core part of their omnichannel strategy.
CTV vs. Traditional Advertising — How Does It Differ from Linear TV?
CTV vs. linear TV mainly comes down to data and delivery. Traditional TV ads are broadcast to mass audiences with little targeting control, while CTV advertising platforms use digital data signals to deliver ads to specific households.
CTV also allows real-time measurement, performance tracking, and frequency management — capabilities not possible in traditional TV.
What Are CTV Advertising Platforms?
A CTV Ad Platform (or CTV advertising platform) is a technology solution that enables advertisers to buy, manage, and measure ads on connected TV inventory.
Examples include Adtelligent, The Trade Desk, DV360 (Google), and Roku CTV Advertising.
These platforms help brands target audiences, optimize yield, and track results across multiple channels such as OTT video advertising, DOOH, and mobile.
What to Look for in a CTV Advertising Platform?
When evaluating a CTV Ad Platform, consider:
– Targeting options (demographic, contextual, and behavioral)
– Privacy compliance and data clean room features
– Programmatic OTT and real-time bidding capabilities
– Transparent reporting and attribution tools
– Integration with OTT ad networks and measurement partners
Platforms like Adtelligent stand out for combining privacy-first programmatic OTT advertising with transparent yield optimization and cross-channel analytics — ideal for advertisers and publishers alike.
Is Netflix CTV or OTT?
Netflix is generally considered an OTT (Over-the-Top) streaming platform because it delivers content directly over the internet rather than through a cable or satellite provider.
However, when Netflix is viewed through a smart TV or device like Roku or Fire TV, it also becomes part of the connected TV ecosystem — showing how CTV vs. OTT often overlap in today’s market.
Is YouTube CTV or OTT?
YouTube is both OTT and CTV, depending on how it’s accessed.
When you watch YouTube on your phone or laptop, it’s OTT streaming; when you watch via a smart TV or device, it’s connected TV advertising inventory.
That’s why platforms like DV360 Connected TV and Adtelligent include YouTube placements in their CTV ad inventory mix.
Where Are Connected TV Ads Shown?
CTV ads appear before, during, or after streaming video content on apps and services like Hulu, Pluto TV, Disney+, Amazon Freevee, or Roku CTV Advertising.
They can also run on ad-supported OTT networks, free streaming apps, or live TV apps. The environment is always brand-safe and non-skippable, offering high viewer engagement.
How Are Connected TV Audiences Targeted?
Audiences in connected TV advertising are targeted using a mix of:
– First-party data from streaming platforms
– Contextual targeting (e.g., genre, content type, time of day)
– Location-based signals for local campaigns
– Lookalike and retargeting segments synced via clean rooms
Adtelligent provides advanced OTT targeting and audience segmentation, ensuring advertisers can reach precise groups across CTV, web, and mobile — all within privacy-compliant frameworks.
How to Choose the Right CTV Advertising Platform?
To select the best CTV Ad Platform for your business, focus on:
– Real-time insights into OTT advertising cost, reach, and performance.
– Ability to manage OTT media buying and programmatic campaigns in one place.
– Unified reporting of impressions, conversions, and incremental lift.
– Built-in compliance and identity-free targeting solutions.
If you’re looking for a partner that combines all of the above, Adtelligent offers a scalable, data-driven CTV Ad Platform designed for both advertisers and publishers. When evaluating your options, consider how each CTV Ad Platform addresses your specific advertising needs, including transparency and yield optimization. With end-to-end programmatic OTT tools, transparent reporting, and yield optimization, it’s built to power the next generation of connected TV advertising.