Video & CTV Advertising
63 martech vendors in Video & CTV Advertising, part of Advertising & Media Buying. Each record carries the date we last verified it, so you can see how current it is before you rely on it.
Last verified:
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Video and connected-TV advertising software plans, buys, and measures ad campaigns that run on streaming apps and online video, from short pre-roll clips to a full break on a smart TV. Media teams use it to reach people who watch less cable. Procurement reviews it because streaming inventory, measurement partners, and viewer data each raise their own questions.
Who it is for
- Media planners shifting linear TV budget into streaming and connected-TV inventory who need real campaign measurement, not a rough guess carried over from linear TV habits.
- Data governance reviewers checking what viewer-level data a platform collects when it measures who actually saw an ad on a connected TV.
- Legal and brand teams confirming where campaigns are allowed to run, since connected-TV inventory spans many apps and channels at once.
What your No-Committee will ask
- IT security
- Is access to campaign creative and targeting settings limited by role, or can any logged-in team member push a live change to a national buy? We record role-based access as its own claim, checked directly against the vendor's admin docs.
- Data governance
- What viewer-level data does the platform collect to measure who saw an ad on a connected TV, and can that data be tied back to one household? We pull retention and identification detail from the privacy page, not a media kit.
- Architecture
- Does the platform confirm an ad actually rendered on screen, or does it only confirm the ad request was sent? We mark rendered-impression verification true only when a named, independent measurement partner is documented.
- AI governance
- If the platform recommends which apps or time slots to buy using an automated model, can a planner see or override that pick before spend commits? We track override support as its own claim, apart from a generic AI-optimized label.
- Legal / finance
- Does the vendor publish a make-good policy for under-delivered impressions, and how is that credited back? We record make-good terms with a source link wherever the vendor states them, and mark it not found otherwise.
How we verify
None of this comes from typical connected-TV industry claims. Each line traces to the vendor's own security documentation, privacy policy, or a named measurement partner's public disclosure. Our methodology page lays out exactly how a claim earns a verified, self-attested, or not-found label.
Frequently asked questions
How is connected-TV advertising different from paid search and social campaign management?
Paid search and social tools manage bids and creative inside a handful of self-service auctions with real-time reporting. Connected-TV buying instead spans many streaming apps, often with measurement that lags by a day or more and less precise targeting. Some platforms now bridge both, but the underlying inventory and measurement stay distinct.
Do connected-TV advertising vendors typically publish SOC 2 or ISO 27001 certification?
Larger platforms holding advertiser budgets and viewer data more often publish a SOC 2 report, especially once they work with agencies that require one by contract. Smaller or newer entrants in this fast-growing category more often describe security on a general page with no outside certification, which we mark self-attested.
Is pricing usually public for connected-TV advertising platforms?
Pricing stays mostly private in this space. Most vendors charge a share of managed ad spend or a flat platform fee tied to campaign volume, and both scale with a budget closely enough that a published rate card rarely applies. Expect a custom quote instead of a self-serve price page.
What should I check beyond reach and frequency numbers before shortlisting a platform?
Confirm whether an impression is independently checked as rendered on screen, what viewer data gets collected during measurement, and whether a make-good policy covers under-delivery. Those three answer the questions a finance and legal review raises well before the reach numbers do.