CTV ad servers: Market snapshot

Connected TV ad servers enable programmatic video ad purchases across a growing number of OTT channels— digital video platforms, AVOD, FAST, and live linear. 

Think of this AdTech technology as a smart router that helps publishers and advertisers deliver dynamic video ads to precise audience segments, optimize creative for different devices and platforms, and cross-validate campaign performance stats. 

Learn what’s driving the growth in the CTV AdTech space and who the top ad servers in the market are right now. 

CTV ad server market enablers and barriers 

The first video ad servers came around in the early 2000s. In 2004, Tom MacIsaac and Tom Des Jardins of Lightningcast (later acquired by AOL), developed the tech for metering ads based on user’s content consumption. At the same time, DoubleClick DFP (now part of Google) started serving hand-stitched XML files into Real Players for web publishers.

Fast-forward to the present, the ad-serving market is now worth $2.68 billion and is expected to hit $6.55 billion by 2031. Increased appetite for programmatic CTV advertising is driving a good chunk of this growth.

CTV advertising market growth 

Modern ad servers help publishers sell addressable TV audiences to buyers while retaining control over audience data, ad break behavior, viewing experience, and inventory prices. They also enable publishers to connect with more buy partners to maximize inventory performance.

The new OpenRTB 2.6 protocol also introduced major improvements like dynamic ad podding, allowing demand partners to transmit multiple ads of different lengths and bid floors—minimum rates for each second of airtime within an ad pod.

Yet, other tech challenges remain, mainly around CTV measurement and addressability, due to CTV platform fragmentation and lack of unified identities. Frequency capping is an issue as most CTV platforms only allow building household IDs.

Likewise, ad deduplication in programmatic trades becomes more important as publishers expand their partnerships. AI-powered solutions are being tested to perform frame-by-frame image recognition in milliseconds to avoid duplication.

Top CTV ad serving platforms 

Whether you’re looking to build or buy a CTV ad server, it pays to know the market landscape. 

FreeWheel 

Founded in 2007, FreeWheel is a veteran of video ad insertion technology. After being acquired by Comcast in 2014, its focus shifted to offering unified campaign management across OTT/CTV platforms and devices for enterprise-level publishers. Its ad server software connects MVPDs and other publishers with DSPs, buy-side technology, data, and measurement providers. 

SupplySuite offers direct API integrations to ad buyers and ad networks, plus centralized inventory controls for all campaigns, integrated with first- and third-party data. Accurate CTV ad attribution across all devices and real-time campaign performance data.

DemandSuite supports private, programmatic direct, and programmatic guaranteed transactions with major publishers, plus marketplace deals with CTV advertising platforms. It has strong targeting capabilities (demographics, geo, and behavioral) and non-negotiable brand safety controls.

Beeswax is a white-label programmatic advertising platform with a clean UI and advanced targeting and campaign optimization capabilities. Custom bid modifiers, multivariate optimization from log-level data, and delivery modifiers for dynamic spend allocation are some of its top features.

Competitive features

• Programmatic ads for live streaming events. Just in time for the Paris 2024 Olympics, FlyWheel launched a new suite of features for running ads during live broadcasts. These include creative pre-approvals and transcoding for faster programmatic activation, dynamic CTV ad server capacity scaling, and campaign pacing adjustments to accommodate high viewership. To boot, more programmatic inventory will become available on the platform. 

• Advanced audience activation, thanks to the integration of identity data from Blockgraph, Experian, LiveRamp, and TransUnion.Advertisers and publishers can securely match their first-party IDs with the most commonly used IDs in the CTV advertising ecosystem. 

• Addressable, first-party data-based audiences. Via a partnership with Lotame, FreeWheel integrates cookie-free, behavioral, demographic, and purchase intent data into its DSP, allowing publishers to realize even more value from their premium inventory. 

Google Ad Manager

Google Ad Manager’s Dynamic Ad Insertion (DAI) enables seamless ad insertion into live linear programming and video-on-demand content. It was the first server-side ad insertion (SSAI) solution to receive Media Rating Council (MRC) accreditation—and it remains one of the best in terms of CTV impression measurement. Its scalability, too, is impressive.  

Noon, a company with exclusive digital streaming rights for the Indian Premier League (IPL), used DAI to monetize live and VOD transmissions. DAI processed over 50M ad impressions to 200K concurrent viewers across MENA with no downtime. NASCAR Digital also uses DAI to serve ads for in-car camera streams on NASCAR.com during live races, including the Daytona 500. The results are impressive: A 90% increase in inventory availability and a 300% increase in programmatic fill rates to DAI adoption.

Competitive features

• Super simple ad-serving experience with DAI Pod Serving, allows server-side ad insertion without sending content to Google’s servers. Ads are bundled into pods—a sequence similar to a linear TV ad segment—with video creative requirements transcribed in advance for different devices. DAI Pod Serving only manages ad pod building and creative conditioning, with publishers retaining full control over manifestation. This offers greater control over seamless video streaming and reduces technical mishaps and latency.

• Early Break Notification API for live-streamed events allows publishers to share ad break data (program ID, break number, ad break type like half-time) with Ad Manager ahead of the ad break to secure better fill rates and gives buyers more time for contextual relevance and brand safety checks.

• Video fallback feature reduces the risks of missed impressions with VAST redirects. When on, Google Ad Manager will auto-rank eligible ads and return a slate of alternatives.

Magnite 

Magnite is the preferred SSP for some major OTT companies—and for some good reasons. In 2021, it acquired SpringServe, a leading video ad serving platform, to expand its programmatic capabilities to CTV. Key perks of Magnite include a unified view across all inventory (display, online video, audio, native, and DOOH) from one interface, access to major programmatic platforms, and robust reporting analytics to avoid competition between own demand sources and the sweet extra deals from ad networks.

Netflix chose Magnite as its global programmatic partner in 2024, alongside Microsoft that’s been incremental in rapidly building out the company’s advertising arm. But the streamer is ready to take over a greater part of the AdTech chain. By 2025, Netflix will launch an in-house advertising technology platform, powered by a combination of proprietary and licensed technologies, with Magnite’s Spring Server likely being central to enabling seamless, personalized ad delivery. 

Plex, a global AVOD streaming platform, also went with Magnite as its preferred SSP and primary ad server. AVOD company Wedotv has been with Magnite for several years because it could connect them to “the programmatic world of advertising as well as enable classic I/O campaigns across all platforms.” While Vizio has been loving Magnite for its ability to serve and optimize multiple CTV ad formats like home screen ads. 

Competitive features

• Cross-environment compatibility.  Seamless, scalable ad-serving across live, VOD, addressable linear, CTV, and OTT with one technology. 

• SpringServe Tiles feature, based on IAB native ads spec, allows publishers to adapt custom creative to streaming interfaces of any size in different formats to serve on CTV home screens, as pause ads, or sponsored scene selection. All supported by SpringServe’s advanced targeting and reporting features.

• Better audience addressability, thanks to LiveRamp TV Bidstream API integration. Publishers don’t have to store segment files (cue lower costs), streamlining first- and third-party data sharing with partners. The TV Bidstream API integrates directly with the auction and enriches it with OpenRTB deal objects.

Equativ 

Equativ, merging with Sharethrough, an omnichannel ad exchange, plans to become one of the top three SSPs to put pressure on Magnite and PubMatic. The merger will improve Equativ’s geo coverage and likely expand its client list, already featuring major tier-one agencies, holding companies, and Fortune 1000 brands in North America. 

Equativ made our best ad servers list due to its core stake and integration of the Serverside.ai SSAI solution. This integration was made possible through Equativ’s strategic investment in Nowtilus, the company behind Serverside.ai. Integrated into Equativ’s SSP, Serverside.ai stitches personalized ad pods in the cloud like Google DAI for scalable serving without buffering. It works on AVOD, FAST, live linear, and Hybrid Broadcast Broadband TV or (HbbTV), plus radio and podcasts. 

Ad conditioning, repository, inventory forecasting, delivery planning, top-level security, and advanced analytics are part of the deal. To boot, Serverside.ai provides certified connectors to Equativ, Google Ad Manager 360, Freewheel, and SpotX (now part of Magnite) for deals management. 

Red Bee Media also went with this duo to launch six FAST channels for Germany, Austria, and Switzerland for the LG CTV platform—and enable dynamic ad insertion and programmatic selling.

Deutsche Telekom, is one of the new users, signing with Equitiv in 2024, to bring programmatic TV advertising on its MagentaTV. Serverside.ai enables Deutsche Telekom to swap ad rolls on its FAST channel using audience-based data to maximize its revenues across the mix. Deutsche Telekom will also use Equativ’s ad-serving technology to sell inventory on MagentaSport.

Competitive features

• Versatility. Equativ is a vertically integrated ad server, which can be easily connected to the client-side or server-side header bidding wrapper. It can be integrated with Equativ’s SSP/DSP products or third-party SSPs.  

• Equativ is one of the few CTV ad servers to offer Targeted Advertising via Hybrid Broadcast Broadband TV (HbbTV TA), allowing publishers to run addressable advertising on devices supporting HbbTV technology standards. This enables targeted ads to be served to viewers watching linear content on CTV and replacing standard broadcast ads with personalized versions on the fly.

• Extra opportunities from Equativ’s ad exchange. Publishers can also sell extra CTV inventory to Equativ’s growing database of advertisers, courtesy of the Sharethrough merger.

Nexxen 

Nexxen (the holding company of Amobee, Tremor Video, Unruly, and Spearad) is a purpose-built ad server for connected TV providers and broadcasters. It allows flexible ad serving across TV, CTV, digital, and social with customized ad break management, live stream testing, and seamless activation on unified auctions. On CTV, you can run dynamic, interactive in-stream or out-stream video ads, and in-banner video ads, while providing accurate campaign measurement and attribution across screens.

Nexxen helped ITV, a UK FAST channel, launch an addressable CTV advertising platform with advanced planning, reporting, and optimization features. Based on Nexxen’s tech stack, the platform gives advertisers access to ITV’s fraud-free,100% viewable broadcast-standard premium video content across all devices and formats.  

Revry, a free LGBTQ+ streaming network, also went with Nexxen technology to launch a self-serve SSP to manage their inventory and securely share first-party and audience data with buyers. Since adoption, Revry saw a 523% YoY increase in PG/PMP revenue from brands, netting over $20B in annual revenue. Anyone looking for a white-label CTV advertising solution, take note. 

Competitive features

• Precise measurement data thanks to the embedded deterministic mapping of Nielsen’s TV Fusion panel, leaving no room for doubts among your buyers. 

• Unified optimization tools, helping publishers optimize revenue across properties, channels, and deal types. 

• The option to use Amobee as a white-label DSP will appeal to broadcasters aiming to enter the booming CTV market fast. 

Publica

Publica is the best-known connected TV ad server for its unified auction feature—a decision engine that maximizes CPM for each impression. Pre-integrated with the 15 largest video SSPs, Publica ensures better fill rates without tech complexities. Users can easily 

configure a price-based auction between direct sales, programmatic direct deals, and programmatic auctions to get the best yields. You can also program which partners get called and how often, across all your CTV inventory, and use the backfill feature to auction remnant deals. 

Its SSAI technology matches Google’s and Equativ’s, focusing on scalable programmatic delivery and impeccable user experience. Integration with LiveRamp allows audience activation using first and third-party data. Outside TV appreciates Publica’s easy implementation compared to other ad servers, and the yield improvement it brought. Samsung Ads and Hearst Television are also among satisfied customers.

Competitive features

• A/B testing on podded CTV ads allows publishers to evaluate the impact of rolling up bid requests at the ad break level, instead of the individual ad slot, and optimize bids by testing attributes (e.g., placements, formats, creative, etc.) across any traffic percentage to optimize yields.

• Inventory split feature helps determine which demand partners get called, and at what frequency, across all CTV inventory. You can program custom rules and enable backfill options to boost inventory performance.

• Elea.ai offers image recognition to prevent ad deduplication in programmatic campaigns. It helps publishers maintain optimal frequency capping using real-time signals from the buy-side and real-time brand recognition. Although Elea.ai and Publica’s ad servers operate in different aspects of the ad tech ecosystem, they complement each other well. 

AdButler

AdButler, an ad server company running since 1998, offers cutting-edge ad serving technology for CTV. Features include seamless ad serving to any VAST players (in-stream and out-stream video ads), high-precision targeting using geo-location, platform, or keywords, plus ultra-fast 0.01-second service speeds due to its global server network.

Beyond video ad serving, AdButler offers a full-feature SSP, pre-integrated with major ad exchanges, S2S, RTB, and header bidding partners. You can add third-party network tags to manage all your demand sources from one panel (that just got a nice UX refresh!). For larger media businesses, AdButler is one of the best white-label programmatic ad-serving platforms. It allows you to build a public or a PMP portal for ad partners, set rates using multiple sales models, manage creatives, approve orders, and process payments.

Competitive features

• All ad channels in one ad server. Display, video, email, mobile, DOOH, retail media, and video ads are all packed into one platform. 

• API for building a custom ad server in weeks, plus a customizable front-end to power private deals. AdButler is great at tailoring its tech to users’ needs. 

• Ultra-fast serving, thanks to AdButler’s optimized cloud technologies and a global server network. Benefit from prolonged ad view time to maximize CPMs.  

AdKernel

AdKernel is a white-label ad server that combines header bidding, video, audio, and display ads. You get access to over 1000s of SSPs/DSPs connections, plus an option to integrate any other partners using OpenRTB, VAST/DAAST, Prebid  SDK, or direct tag. All buy-side data gets auto-aggregated from all partners and stacked in neat tracking reports (impression, click, conversion, amount). 

The roster of sales models includes direct campaigns via a self-serve interface, PMP deal management, and programmatic connection to popular ad exchanges. In every case, you can run XML/JSON feed-based campaigns to deliver dynamic personalization using CPV templates. The RTB suite also supports native video assets, allowing even greater variety in ad formats. Overall, it’s a great option if you’re looking to develop your own CTV/OTT advertising platform. 

Competitive features

• Accurate conversion tracking. Apart from native analytics features (multi-level drill-down reports, 100% 3rd party stats aggregation, and IVT data), AdKernel also lets buyers integrate Google Analytics 4 into their accounts to cross-reference data, leaving no room for discrepancies. 

• Native VAST and VPAID video integrations streamline the delivery process, improve compatibility and tracking, plus enable more engaging video ad experiences.

• Smart traffic routing. AdKernel uses multi-factorial DSP/SSP request optimization to deliver you the hottest deals in real time. 

Key Takeaways 

Programmatic buying is now the norm for CTV advertising, with top media businesses combining direct, PMP, and auction deals to sell all slots for the best price. 

Top players differentiate with features like dynamic ad podding, AI-powered deduplication, and targeting based on first-party data to further accelerate programmatic CTV trade volumes. 

The CTV ad server market is consolidating, with acquisitions and mergers bringing together complementary features (SSP, DSP, identity resolution, self-service auctions) into one platform. 

If you want to capitalize on the market momentum, let’s chat. Xenoss CTV/OTT technology development team would be glad to further walk you through dynamic ad insertion, automatic content recognition, and new technologies for CTV ad measurement.