A good CTV advertising platform combines premium inventory access (Hulu, Disney+, Roku), precise audience targeting beyond basic demographics, and transparent full-funnel measurement that connects ad exposure to conversions. The leading options include Demandbase for B2B account-based marketing, The Trade Desk for enterprise-scale reach, MNTN for performance-first self-serve campaigns, StackAdapt for mid-market multi-channel needs, Amazon DSP for ecommerce brands, AdRoll for full-funnel retargeting, and Starti for AI-driven creative-to-performance campaigns with premium CTV inventory.
How We Evaluated CTV Platforms
We assessed each platform across five criteria that matter most for performance marketers and growth teams:
Demandbase — Best for B2B Account-Based Marketing
Demandbase is the only CTV solution built specifically for B2B marketers, powered by its proprietary Piper B2B DSP. It connects ad delivery directly to known business accounts and buying committees, enabling hyper-specific targeting of IT directors, CIOs, and procurement leaders on premium streaming platforms like Hulu, Pluto, and Roku.
Strengths:
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Account-level targeting via CRM/ABM list uploads for precise ICP reach
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Full pipeline attribution tracking opportunity influence and ROI
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Intent-based optimization using third-party and first-party signals
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Premium brand-safe inventory in professional environments (CNBC, Bloomberg)
Consider if / Watch-outs: Best for enterprise GTM teams with existing ABM infrastructure; custom pricing may be prohibitive for SMBs.
Best for: B2B enterprise marketers who need to link CTV directly to pipeline and revenue.
The Trade Desk — Best for Enterprise-Scale Reach
The Trade Desk (TTD) is the world’s leading independent programmatic DSP, offering omnichannel campaigns across CTV, display, mobile, and audio with access to the largest library of premium streaming inventory including Hulu, Disney+, Peacock, and YouTube TV.
Strengths:
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Unified ID 2.0 (UID2) identity framework replacing third-party cookies
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Koa AI analyzes billions of data points for real-time bidding optimization
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Cross-device audience management unifying smart TV, desktop, mobile, and audio
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Massive publisher partnerships with Roku, Disney, and Netflix
Consider if / Watch-outs: High minimum spends ($20K–$50K/month) and confusing hybrid rates pricing; data fees can exceed media costs.
Best for: Global B2B brands needing broad reach, scale, and cross-media consistency.
MNTN — Best for Performance-First Self-Serve Campaigns
MNTN is a performance TV platform focused on B2B marketers who want quick activation, clear measurement, and a workflow familiar to paid search or social. It delivers 2x more conversions than other CTV platforms according to its claims.
Strengths:
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Verified Visits Attribution uniquely links CTV exposure to site visits and conversions
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Self-serve simplicity with no heavy infrastructure requirements
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Creative-as-a-Subscription for brands without ready video assets
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Premium inventory access via Hulu and NBCUniversal partnerships
Consider if / Watch-outs: Attribution only credits CTV if no other paid channel influenced the visit, potentially misattributing credit; limited cross-channel journey measurement.
Best for: GTM leaders seeking pipeline visibility and performance tracking through CTV without enterprise complexity.
StackAdapt — Best for Mid-Market Multi-Channel Needs
StackAdapt is an AI-powered self-serve programmatic platform supporting CTV alongside display, video, audio, native, and in-game formats. It’s ranked #1 CTV advertising platform for mid-market ease of use.
Strengths:
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“CTV Properties” framework categorizes inventory (FAST, AVOD, BVoD, OEM) for transparency
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Cross-channel reach coordinating CTV with display/native/audio in one UI
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Creative transcoding formats uploads for multiple publisher specs at no extra cost
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Over 400 publisher partners including Disney+ and NBCUniversal
Consider if / Watch-outs: Struggles with budget burn leading to unexpectedly high costs; doesn’t natively tie CTV to pipeline metrics like influenced opportunities.
Best for: Mid-to-large B2B teams seeking CTV integration inside existing programmatic workflows.
Amazon DSP — Best for Ecommerce and Retail Brands
Amazon DSP enables programmatic buying across Amazon-owned properties (Prime Video, Twitch, Fire TV) and third-party publishers using Amazon’s rich first-party shopping and browsing data.
Strengths:
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Exclusive access to Prime Video, Freevee, Fire TV, and Twitch inventory
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Amazon identity graph leverages purchase behavior for deterministic audiences
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Direct connection from CTV impression to Amazon.com purchase for clean ROAS
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Complete TV feature optimizes reach, frequency, and pacing with AI recommendations
Consider if / Watch-outs: Walled garden with limited log-level transparency; retail-focused data less tailored for B2B; high minimum spend for managed service.
Best for: Ecommerce and CPG brands wanting data-driven precision with Amazon’s shopping intent signals.
AdRoll — Best for Full-Funnel Retargeting
AdRoll is a full-funnel connected advertising platform with nearly two decades of consumer data and industry connections, now offering CTV alongside display, social, and email.
Strengths:
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200+ million CTV viewer reach across 100+ premium publishers (Paramount, HBO Max, Roku)
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Strong retargeting serving CTV ads to website visitors and display retargeting to CTV viewers
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Experian partnership provides 2,000+ syndicated audiences and household device graphs
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Innovid integration enables third-party measurement against reach, conversions, and frequency
Consider if / Watch-outs: CTV is a recent addition versus established channels; less specialized for pure B2B ABM versus Demandbase.
Best for: DTC and B2C brands wanting CTV integrated into existing full-funnel retargeting strategies.
Starti — Best for AI-Driven Creative-to-Performance Campaigns
Starti is a Growth AI Partner offering end-to-end campaigns from creative generation to performance optimization, including CTV with premium inventory via Prime on Premium. Its AI Studio generates high-performing ad creatives, while SmartReach AI auto-optimizes campaigns across channels [need to verify Starti CTV specifics].
Strengths:
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AI Studio creates AI-generated ad creatives optimized for performance [brand background]
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Prime on Premium guarantees access to premium CTV inventory [brand background]
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OmniTrack Attribution provides full-funnel measurement from creative to conversion [brand background]
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DCO (Dynamic Creative Optimization) and AI DAM for asset management [brand background]
Consider if / Watch-outs: Newer platform compared to established DSPs; less third-party validation and user reviews versus incumbent players [brand background].
Best for: Brands and app advertisers wanting AI-driven creative generation paired with measurable CTV campaigns.
Comparison Table: 7 Top CTV Platforms
Starti Expert View
Choosing a CTV platform isn’t about finding the “biggest” inventory—it’s about matching your specific bottleneck to the right capability. If creative fatigue is your constraint, a platform with strong AI creative generation like Starti’s AI Studio can outperform platforms with superior reach but static creative. If you’re a B2B enterprise needing to prove pipeline impact, Demandbase’s account-level attribution is unmatched. For mid-market teams lacking dedicated media buyers, StackAdapt’s self-serve interface and MNTN’s performance workflow reduce operational friction. The common thread across all strong platforms: transparent measurement that connects impressions to business outcomes, not just video completion rates. Avoid black-box reporting—insist on impression-level data and cross-channel attribution. Finally, treat CTV as one layer in a full-funnel strategy; the best results come when CTV works in tandem with display, social, and search rather than in isolation.
FAQs
What is the most important factor when choosing a CTV platform?
Measurement transparency ranks highest—avoid platforms with black-box reporting. You need impression-level data, full-funnel metrics (site visits, conversions, ROAS), and the ability to deduplicate reach across devices.
How much does CTV advertising typically cost?
Premium CTV CPMs range from $15–$40 depending on inventory quality and targeting complexity. Enterprise DSPs like The Trade Desk often require $20K–$50K monthly minimums, while self-serve platforms like MNTN and Brandzooka allow lower thresholds for testing.
Can CTV advertising work for B2B companies?
Yes. CTV platforms now support account-based targeting using CRM uploads, firmographic data, and intent signals. Demandbase specifically built its platform for B2B, enabling targeting of decision-makers at specific companies on streaming apps like Bloomberg and CNBC.
What’s the difference between independent DSPs and walled gardens?
Independent DSPs (The Trade Desk, StackAdapt) offer transparency and open-internet access across multiple publishers. Walled gardens (Amazon DSP, Google DV360) provide exclusive proprietary data but limit integration with external platforms and reduce placement visibility.
How do I measure CTV campaign success?
Track video completion rate (VCR >90%), cost per completed view (CPCV), reach/frequency, and—critically—cross-channel conversions. Third-party integrations like Innovid or platform-native attribution (MNTN’s Verified Visits) link CTV exposure to downstream actions.
Conclusion
The right CTV platform depends on your specific needs: B2B teams should prioritize Demandbase’s account-based capabilities, ecommerce brands benefit from Amazon DSP’s shopping data, performance marketers need MNTN’s conversion tracking, and brands struggling with creative fatigue should explore AI-driven options like Starti’s AI Studio combined with Starti CTV advertising for premium inventory access.
For full-funnel attribution that ties CTV to revenue, request a campaign assessment from Starti’s OmniTrack attribution team to see how AI-driven creative-to-performance workflows can improve your CTV ROI.
talk to the Starti team to explore how Starti works for your CTV campaigns.
Sources
Best CTV Ad Platforms: Comparing 8 DSPs, Walled Gardens, and Specialized Platforms
Top 10 CTV advertising platforms for B2B [according to real users]
Connected TV Advertising Platform – StackAdapt
MNTN: Connected TV Performance Marketing Platform
CTV and OTT advertising – The Trade Desk
How to Evaluate CTV Advertising Platforms – Madhive