Most streaming publishers are bleeding revenue and don't even realize it. I've spent the last eight years watching OTT monetization evolve, and the gap between winners and losers comes down to one decision: your ad network partner.
The CTV advertising market exploded to $30.1 billion in 2025 with programmatic video dominating 82% of spend. Yet publishers still pick networks based on outdated advice or flashy promises. I've personally managed over $40 million in streaming ad campaigns across these platforms.
The difference between a $12 CPM and a $45 CPM isn't your content—it's your network strategy. Here are the 7 networks actually delivering results.
Why CTV Monetisation Is Different from Display?
Publishers coming from display advertising get a rude awakening in CTV. The rules changed completely. Your standard header bidding setup does not work here.
CTV demands server side ad insertion. You need VAST and VPAID support baked into your stack. Latency kills deals faster than low CPMs. When your ad server takes 3 seconds to respond, you lose the bid to someone running tighter infrastructure.
The money follows different patterns too. CTV CPMs range from $25 to $65 in 2025, crushing the $5 to $7 you see in standard programmatic display. But you earn it. Premium inventory means premium technical requirements. No cutting corners on player compatibility or measurement standards.
⭐ Dude Tip: Fill rates are everything in CTV. Publishers with 60% to 90% fill rates leave 10% to 40% of potential revenue on the table. Fix your waterfall setup before you chase higher CPMs. An extra $5 CPM means nothing when half your impressions go unfilled.
Trusted CTV and OTT Ad Networks for Streaming Platforms
| Best CTV & OTT Ad Networks | Primary Strength | Market Coverage |
|---|---|---|
| Magnite | Omnichannel reach 99% CTV supply | Global enterprise scale |
| FreeWheel | Direct publisher relationships | Premium video focused |
| PubMatic | AI yield optimisation | 70% top streamers |
| Google Ad Manager | Unified platform integration | Enterprise publishers |
| Seedtag | Contextual AI targeting | 11,000+ premium publishers |
| Adtelligent | Supply side independence | Programmatic buyers |
| Roku | First party streaming data | 43.8% US streaming |
1. Magnite
Magnite dominates the independent supply side platform space with unmatched CTV coverage. This merged powerhouse of SpotX and Rubicon Project processes 2.4 trillion advertiser bids daily across 980 billion impressions.
Publishers get access to premium demand across streaming, online video, display, and audio inventory. The platform delivered 18% CTV growth in Q3 2025, reaching $75.8 million in quarterly revenue.
Their ClearLine technology streamlines programmatic activation while maintaining publisher control over inventory and data.
2. FreeWheel
FreeWheel built its reputation on direct connections between publishers and advertisers. This Comcast owned platform removes middlemen to maximise working media dollars.
Advertisers gain complete control over monetisation strategy across all screens through the Publisher Suite. The Video Marketplace Report tracks industry trends across billions of ad impressions.
FreeWheel recently integrated Roku supply into its Streaming Hub, giving participating publishers direct access to Roku inventory for the first time.
3. PubMatic
PubMatic crushed it in 2024 with CTV revenue more than doubling year over year. This independent SSP now works with 70% of the top 30 streaming companies. Their AI powered platform optimises yield in real time across 2.4 trillion daily bid requests.
Publishers get full control over data monetisation plus transparent insights through end to end technology. CTV reached 20% of total revenue in Q4 2024, proving the platform scales with streaming growth. The company reported $291.3 million in fiscal year 2024 revenue, up 9% annually.
4. Google Ad Manager
Google Ad Manager provides enterprise scale infrastructure for publishers managing complex ad operations. The platform unifies programmatic and direct sales in one interface.
CTV support includes server side ad insertion, real time bidding, and advanced trafficking controls. Publishers reduced ad errors by 83% using enhanced CTV features launched in December 2024.
The platform connects to dozens of measurement and attribution partners for closed loop reporting. Google processes 86% of CTV inventory programmatically according to internal data.
5. Seedtag
Seedtag pioneered contextual advertising technology powered by AI that reads content like a human brain. The platform serves 11,000+ premium publishers with neuro contextual targeting that delivers 40% improved attention per thousand impressions.
Their Contextual TV product launched in March 2024 brings AI based network analysis to CTV inventory. Advertisers see 15% longer view time versus standard IAB formats.
Recent research showed 164% advertising performance increases through dynamic placement optimisation, enabling greater fill rates and revenue.
6. Adtelligent
Adtelligent enables publisher technology independence through holistic demand management solutions. This supply side platform integrates ad serving, header wrapper capabilities, and server side ad insertion into one unified stack. Publishers gain control and transparency while optimising revenue growth.
The platform specialises in CTV and app monetisation through their global ad exchange connecting OTT buyers worldwide. White label DSP suite options let publishers or agencies build custom programmatic platforms.
7. Roku
Roku sits at the centre of US streaming with 43.8% market share by hours watched. Every user is logged in, giving advertisers authenticated reach with performance TV precision. Platform revenue grew 17% year over year in Q3 2025, hitting $1.06 billion.
Publishers access first party streaming data unavailable anywhere else. The Roku Exchange launched as a TV streaming first solution connecting ad inventory with advertiser demand. Recent CPM adjustments below $10 help fill inventory while maintaining quality standards.
⭐ Dude Tip: Publishers earning top dollar in 2026 run multiple networks simultaneously. Do not put all your inventory in one basket. Stack 3 to 4 SSPs in your waterfall, test their performance monthly, and cut dead weight ruthlessly. Your revenue depends on competition between buyers.
CTV and OTT Ad Networks: Key Definitions and Differences
Publishers often confuse CTV and OTT, but mastering the distinction is critical for monetization. OTT (Over-The-Top) is the delivery method—streaming video content over the internet rather than cable/satellite. It encompasses all devices (mobile, desktop, tablet).
CTV (Connected TV) is a specific device category within OTT—users watching streamed content specifically on large TV screens (Smart TVs, Roku, Fire Stick, gaming consoles).
While all CTV is OTT, not all OTT is CTV.
Understanding this split allows streaming publishers to package their inventory correctly—selling “premium CTV” for brand awareness and “cross-device OTT” for reach and performance.
Market Growth Analysis
| Year | CTV Ad Spend | Growth Rate | Key Driver |
|---|---|---|---|
| 2023 | $20.4B | 22% | Streaming adoption |
| 2024 | $23.6B | 16% | Programmatic growth |
| 2025 | $26.6B | 13% | Addressability tools |
| 2028 | $46.9B | 18% CAGR | Platform maturity |
Your Questions About CTV and OTT Monetization Answered
How does SSAI improve monetisation?
Server side ad insertion reduces latency by 80%, blocks ad blockers, and increases completion rates significantly.
Can publishers run multiple SSPs simultaneously?
Yes, waterfall setups with 3 to 4 SSPs maximise competition and revenue per impression.
What is programmatic direct vs open exchange?
Programmatic direct guarantees CPMs and volume while open exchange uses real time bidding for each impression.
How important is first party data?
Critical. Publishers with robust first party data earn 30% to 50% higher CPMs through better targeting.
What technical requirements matter most?
VAST/VPAID compliance, sub 2 second latency, SSAI capability, and header bidding integration are essential.
Should publishers accept lower CPMs for fill?
Balance matters. An extra 20% fill at 15% lower CPM often increases total revenue substantially.
How do measurement partners affect earnings?
Verified metrics from Nielsen or Comscore can lift CPMs 25% by proving audience quality to buyers.
What role does AI play?
AI powered yield optimisation and contextual targeting increase publisher revenue 15% to 40% versus manual management.
The Bottom Line
The streaming advertising market is printing money for publishers who understand the technical stack. I have spent 15 years watching this space evolve from experimental to essential. The platforms in this guide represent the top tier of monetisation technology.
Each one brings unique strengths to your revenue strategy. The key is matching your inventory type and scale to the right network mix. Test aggressively. Measure everything. Cut what does not perform.
Your streaming inventory is too valuable to waste on mediocre partners. The money is there if you build the right infrastructure to capture it.
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