Reviewed, not scored
CTV ad platforms we reviewed but did not score
Short answer
The Trade Desk, Google Display & Video 360, Netflix Ads and Universal Ads matter to many CTV buyers, but the pages we read do not publish enough on launch access, pricing or incrementality to score them on the same basis as the ranked eight. Here is what each one does publish.
By The Playback Desk · Best CTV Ad Platforms · Published 2026-10-15
Desk research from public vendor pages. Editorial assessment; we did not run campaigns on these platforms.
At a glance
Scroll the table sideways
| Name | Access | Minimum | Pricing model | Inventory |
|---|---|---|---|---|
| The Trade Desk | Contact form ("Get started" leads to a contact-us form) | Not published Source: The Trade Desk homepage | Not published Source: The Trade Desk homepage | Channels: audio, connected TV, digital out-of-home, mobile, display, native and video. Named CTV publishers: Not published on the pages we read. Source: The Trade Desk homepage |
| Google Display & Video 360 | Sign in or "Talk to Sales" | Not published | Not published | YouTube ("Google Preferred, YouTube Reserve and TrueView") and "dozens of third-party exchanges". |
| Netflix Ads | "Get Connected" contact; no self-serve sign-up on the homepage | Not published Source: Netflix Ads homepage (US) | Not published Source: Netflix Ads homepage (US) | Netflix's own ad-supported plan. Netflix inventory is not listed in Vibe's channel catalog. Source: Netflix Ads homepage (US) |
| Universal Ads | Self-serve ("Launch in Minutes") | Not published Source: Universal Ads homepage | "No hidden fees". CPM: Not published. Source: Universal Ads homepage | "Reach up to 90% of US households" across "20+ of the biggest names in TV" through the Universal Audience Network. Source: Universal Ads homepage |
What does The Trade Desk publish about CTV buying?
| Owner | Public company (investor relations site). |
|---|---|
| Kind | Omnichannel demand-side platform |
| Access | Contact form ("Get started" leads to a contact-us form) |
| Minimum spend | Not published Source: The Trade Desk homepage |
| Pricing model | Not published Source: The Trade Desk homepage |
| Inventory | Channels: audio, connected TV, digital out-of-home, mobile, display, native and video. Named CTV publishers: Not published on the pages we read. Source: The Trade Desk homepage |
| Fits | Agencies and large advertisers running CTV inside an omnichannel DSP |
Proof Card
The Trade Desk Proof Card: 1 of 4 proof types described: named measurement partners.
What its pages say
- Platform
- Describes a "self-service, cloud-based platform" and a "simple self-serve experience".
- Targeting
- "First- and third-party data and our durable identity framework."
- AI
- Kokai; the platform "analyzes up to 15 million ad opportunities each second".
- Measurement
- A "marketplace of objective measurement partners", online and in-store.
- Recent CTV news
- Pause Ads on HBO Max and discovery+ in Italy (press release, 13 October 2026).
Source: The Trade Desk homepage
Source: The Trade Desk homepage
Pros
- Buys CTV alongside six other channels in one DSP.
- A marketplace of measurement partners, online and in-store.
Cons
- Access starts with a contact form; no public pricing or minimum on the pages we read.
- Named CTV publishers are not listed on the pages we read.
What does Google Display & Video 360 publish about CTV buying?
| Owner | Google (Google Marketing Platform). |
|---|---|
| Kind | Enterprise campaign management and programmatic buying |
| Access | Sign in or "Talk to Sales" |
| Minimum spend | Not published |
| Pricing model | Not published |
| Inventory | YouTube ("Google Preferred, YouTube Reserve and TrueView") and "dozens of third-party exchanges". |
| Fits | Enterprises already running Google Marketing Platform |
Proof Card
Google Display & Video 360 Proof Card: 0 of 4 proof types described.
What its pages say
- Positioning
- "End-to-end campaign management for enterprises in one tool": planning, creative, measurement and optimization.
- Integrations
- Analytics 360, Campaign Manager 360 (ad serving and measurement) and Ads Creative Studio.
- Automation
- "Machine learning to automate steps like bidding and optimization."
Pros
- YouTube reserve and auction inventory plus dozens of exchanges.
- Integrated with Analytics 360 and Campaign Manager 360.
Cons
- No self sign-up, pricing, minimum or fee on the page we read.
- CTV publishers and incrementality options are not described on the page we read.
What does Netflix Ads publish about CTV buying?
| Owner | Netflix. |
|---|---|
| Kind | Advertising on Netflix's ad-supported plan |
| Access | "Get Connected" contact; no self-serve sign-up on the homepage |
| Minimum spend | Not published Source: Netflix Ads homepage (US) |
| Pricing model | Not published Source: Netflix Ads homepage (US) |
| Inventory | Netflix's own ad-supported plan. Netflix inventory is not listed in Vibe's channel catalog. Source: Netflix Ads homepage (US) |
| Fits | Advertisers who need Netflix inventory specifically |
Proof Card
Netflix Ads Proof Card: 0 of 4 proof types described.
What its pages say
- Product
- Netflix Ads Suite, with product updates on targeting and frequency management.
- Audience figure
- "41 Hours a Month" for ads members in the U.S. (Netflix internal data).
- Programmatic
- The FAQ covers programmatic markets and deal types; named DSP partners were not captured.
Source: Netflix Ads homepage (US)
Source: Netflix Ads homepage (US)
Source: Netflix Ads FAQs
Pros
- The source for Netflix ad inventory.
- Programmatic buying is covered in its FAQ.
Cons
- No self-serve sign-up, pricing or minimum on the homepage.
- Measurement options were not captured on the pages we read.
What does Universal Ads publish about CTV buying?
| Owner | Comcast's Universal Ads, as named on its homepage. |
|---|---|
| Kind | Self-serve CTV and TV advertising platform |
| Access | Self-serve ("Launch in Minutes") |
| Minimum spend | Not published Source: Universal Ads homepage |
| Pricing model | "No hidden fees". CPM: Not published. Source: Universal Ads homepage |
| Inventory | "Reach up to 90% of US households" across "20+ of the biggest names in TV" through the Universal Audience Network. Source: Universal Ads homepage |
| Fits | Advertisers who want self-serve access to a Comcast-run audience network |
Proof Card
Universal Ads Proof Card: 1 of 4 proof types described: named measurement partners.
What its pages say
- Positioning
- "Self-Serve CTV & TV Advertising Platform" with a "familiar, self-serve workflow".
- Targeting
- Demographics, interests, behaviors and retargeting; non-skippable ads.
- Creative and partners
- A creative tool that "turns your existing content into TV ads" and verified partners for creative, analytics, audiences and cross-channel measurement.
Source: Universal Ads homepage
Source: Universal Ads homepage
Source: Universal Ads homepage
Pros
- Self-serve with a stated 90% US household reach.
- Verified partners for measurement and creative.
Cons
- Minimum spend and CPM are not stated on the homepage.
- Network names are not in the homepage text.
Frequently asked questions
Can I buy Netflix ads self-serve?
Netflix's advertiser homepage offers a "Get Connected" contact and does not show a self-serve sign-up, pricing or minimum. Its FAQ covers programmatic buying.
Is The Trade Desk self-serve?
The Trade Desk describes a "self-service, cloud-based platform", but its "Get started" button leads to a contact form, and pricing and minimums are not on the pages we read.
Will these be scored later?
Yes, when their own pages publish enough to score every criterion. Corrections and new sources are welcome through the contact page.