PLAN · PLATFORM TYPES
The four types of CTV ad platform, and who each one suits
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Most streaming TV ad platforms fall into four types. Multi-channel DSPs put CTV next to other channels; publisher ad managers sell one owner's inventory; CTV performance platforms are built around self-serve buying and outcome measurement; streaming plus linear platforms buy both kinds of TV together. Many platforms span more than one type.
Multi-channel DSPs
Demand-side platforms that buy streaming TV next to display, audio, video and other channels from one account.
Described by Amazon DSP, StackAdapt, The Trade Desk
Read about DSPsPublisher ad managers
Ad tools run by a streaming service or TV network owner that sell that owner's inventory, such as Hulu and Disney+ or Roku.
Described by Disney Campaign Manager, Roku Ads Manager, Universal Ads
Partly by Amazon DSP
Read about Publisher toolsCTV performance platforms
Streaming-TV-first platforms built around self-serve buying and outcome measurement: site visits, conversions and lift.
Described by MNTN, tvScientific, Vibe
Partly by Tatari
Read about CTV performanceStreaming plus linear TV
Platforms that plan, buy and measure streaming and traditional linear TV together, often with optional help from the platform's team.
Described by Tatari
Partly by tvScientific, Universal Ads
Read about Streaming plus linearWhich types does each platform describe?
Scroll the table sideways
| Platform | DSP | PUB | PERF | CONV |
|---|---|---|---|---|
| Amazon DSP | Described | Partly | ||
| Disney Campaign Manager | Described | |||
| MNTN | Described | |||
| Roku Ads Manager | Described | |||
| StackAdapt | Described | |||
| Tatari | Partly | Described | ||
| The Trade Desk | Described | |||
| tvScientific | Described | Partly | ||
| Universal Ads | Described | Partly | ||
| Vibe | Described |
DSP: Multi-channel DSPs · PUB: Publisher ad managers · PERF: CTV performance platforms · CONV: Streaming plus linear TV
Frequently asked questions
Can one platform be more than one type?
Yes. Amazon DSP is a DSP that also sells Amazon's own inventory, and tvScientific and Universal Ads each describe some linear TV buying. The matrix shows which types each platform's pages describe.
Which type should I start with?
Answer the six questions in the finder: it weighs the four types against your budget terms, operating model, measurement needs, inventory, buyer type and AI use.