Playback Notes · The Playback Desk
Short answer
Short, dated analysis of streaming TV advertising platforms and how to buy and measure them. Every vendor fact links to the vendor page it comes from, read on the date shown.
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.
2026-10-12 · Acquisitions, Platforms
Walmart says it completed its acquisition of Vibe.co on 4 August 2026 and that Vibe joins Walmart Connect. Here is what the announcement states, what it does not, and what a buyer should ask before planning a pilot.
3 min read
2026-10-13 · Acquisitions, Platforms
Pinterest says it completed its acquisition of tvScientific in February 2026, and in April it made Pinterest audiences available for CTV through tvScientific. Here is what the pages state and how it affects a buyer's questions.
3 min read
2026-10-14 · Platforms, Buying
Amazon's DSP page now says Amazon DSP is part of Amazon Ads Agent, with programmatic buying through DVA+. The pages state CPM billing with no minimum for DVA+, and a typical $50,000 (US) minimum for managed service.
3 min read
2026-10-15 · Buying, Platforms
Some of the most-watched streaming services sell ads mainly through their own tools or teams. Here is what Netflix, Amazon and Disney publish about access, and how a multi-publisher platform fits alongside them.
3 min read
2026-10-16 · Buying, Measurement
A one-page brief sent to each platform before a pilot makes results comparable and surfaces unpublished terms early. Here is a template, with the questions our research shows most platforms leave unanswered on their public pages.
3 min read
2026-10-17 · Measurement, Method
We mapped four kinds of proof (outcome attribution, incrementality or lift, named measurement partners and data access) across eight ranked platforms. The pattern shows where buyers need to ask questions before a pilot.
3 min read
2026-10-18 · Method
Our ranking asks which platform lets a brand or agency launch and prove CTV results with the least friction. That question puts outcome measurement and incrementality at 40% together. Here is the reasoning, and how the ranking changes if you disagree.
3 min read
2026-10-19 · Measurement, Buying
CTV vendor pages are full of figures: household reach, customer counts, average ROAS. They are the vendor's own statements, measured on bases the vendor chooses. Here is how to read them and what to ask.
3 min read