Platforms target SMBs as an entryway to CTV, providing cost-effective streaming campaigns for those unable to afford traditional TV advertising. Recently, Seedtag acquired Beachfront, Madhive acquired Frequence, and Paramount and Tatari introduced self-serve ad platforms with AI-based TV campaign planning.
Major social platforms like Pinterest, LinkedIn, and TikTok are increasingly included in media plans, aiming to attract advertisers who haven't considered TV advertising due to cost concerns. Pinterest and LinkedIn are piloting programs for publishers to sell ads on their platforms, while TikTok is exploring partnerships with digital media companies for custom video ad sales.
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