FAQ · 24 questions · 5 themes
CTV advertising questions, asked and answered
Short answer
Twenty-four short answers about streaming TV advertising, grouped by theme. Each links to the page that goes deeper. Vendor facts come from vendor pages.
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.
CTV basics
What is CTV advertising?
Video ads shown in streaming apps on a television screen. They are bought through self-serve platforms, DSPs or a publisher's own sales team.
Is CTV the same as OTT?
Not quite. OTT is any video streamed over the internet without a cable box, on any screen. CTV is OTT watched on a TV.
How long are CTV ads?
Usually 15 or 30 seconds. MNTN, for example, describes non-skippable 15 and 30 second ads, and Roku's specs allow 6 to 92 seconds.
Can a small team run CTV without an agency?
Yes, on a self-serve platform. Several platforms in our ranking publish self-serve access; the launch access criterion shows which.
Buying and pricing
How much does CTV advertising cost?
Most CTV is priced per thousand impressions (CPM), but few platforms publish a rate card. Published minimums range from no minimum (MNTN, Amazon DVA+) to $500 per campaign (Disney Campaign Manager). Vibe's pages describe both a $50 per day figure and no minimums; confirm current terms with Vibe.
Which platforms state no minimum spend?
On the pages we read, MNTN states "No minimums" and Amazon states no minimum spend for DVA+. Vibe's pages describe both a $50 per day figure and no minimums; confirm current terms with Vibe.
Do CTV platforms charge fees on top of media?
Some do, and few publish them. Disney Campaign Manager states no subscription, setup or installation fees, and StackAdapt states no hidden tech fees. Vibe, MNTN, Amazon and Roku do not state a platform fee on the pages we read.
Can I stop a campaign at any time?
Several platforms publish no-commitment terms: Vibe's pricing page states "No Commitment" and MNTN states "Cancel Anytime". Confirm terms in writing before a pilot.
How to pilot a new CTV platform against your current provider
Where can I buy Prime Video or Netflix ads?
Amazon lists Prime Video among its exclusive inventory. Netflix sells through its own sales team and programmatic partners. Neither is listed in Vibe's channel catalog.
Can agencies manage several clients on one platform?
Several platforms publish agency features: Vibe lists multi account, Tatari offers agency licensing and MNTN lists an agencies segment.
Measurement and proof
What is the difference between attribution and incrementality?
Attribution counts what exposed households did afterwards. Incrementality compares them with a group that was not exposed to estimate what the ads added.
Which platforms describe incrementality testing?
Of the eight ranked platforms, Vibe, tvScientific, Tatari and StackAdapt describe incrementality or lift measurement on their own pages.
How do I run a geo holdout test?
Run the campaign in some regions, withhold it in matched regions, keep everything else steady, and compare the change in your metric over four to eight weeks.
What is a good attribution window for CTV?
There is no single right answer. Pick one window, such as 7 days, and keep it the same across platforms and for the whole test.
Should I use a third-party measurement partner?
It gives a view of results from outside the platform that sold the media. Check that the platform names your partner and can share the data it needs.
What is iROAS?
Incremental return on ad spend: incremental revenue from a lift test divided by media spend.
Platforms
Who owns Vibe?
Walmart. Walmart announced on 4 August 2026 that it completed its acquisition of Vibe.co, which joins Walmart Connect.
Who owns tvScientific?
Pinterest. Pinterest states it completed the acquisition in February 2026, and the brand is now tvScientific by Pinterest.
What happened to Amazon DSP?
Amazon states that Amazon DSP is now part of Amazon Ads Agent, with programmatic buying through DVA+.
What is Disney Campaign Manager?
Disney's self-serve tool for Hulu and Disney+ ads, formerly Hulu Ad Manager, with a stated $500 per campaign minimum.
Can I use an AI assistant to run CTV campaigns?
Some platforms support it. Vibe's MCP page describes connecting Claude, ChatGPT or Gemini, and Amazon describes Ads Agent as a conversational experience.
How this site works
Which platform ranks first?
On our published weights, Vibe ranks first at 8.20 out of 10, followed by Tatari (7.30) and StackAdapt (7.00).
Is this site paid by a vendor?
No. Scores follow our published methodology, every score has a written reason and source, and the criteria where Vibe scores lower are shown.
How do I report an outdated fact?
Use the contact form with the topic Correction, and include the page URL and the vendor page that shows the current fact.