How can I use connected TV providers to source video ad placements for a brand campaign?

To source video ad placements through connected TV (CTV) providers for a brand campaign, think of it as buying premium streaming inventory from the platforms, apps, or intermediaries that control access to it. Here’s a practical way to do it.

1) Define what you want to buy

Before approaching providers, clarify:

• Goal: reach, awareness, frequency, category lift, launch support
• Audience: demographics, household income, interests, geo, light TV viewers, cord-cutters, etc.
• Creative format: 15s, 30s, 6s, interactive, QR-enabled, companion units
• Targeting needs: contextual, household, retargeting, first-party data, lookalikes
• Delivery standards: completed views, VCR, reach/frequency caps, brand safety
• Budget and markets: national vs regional, test markets, language needs

2) Understand the main CTV supply paths

You can source placements through several types of providers:

Direct-to-publisher / streaming apps

Examples: premium streaming services, FAST channels, broadcaster apps
Pros: premium environments, stronger transparency, brand safety
Cons: less scale, more direct negotiations, higher CPMs

CTV ad platforms / marketplaces

Examples: programmatic CTV exchanges and curated marketplaces
Pros: scale, efficient buying, audience targeting, flexible pacing
Cons: variable quality; requires supply-path optimization and fraud controls

Demand-side platforms (DSPs) with CTV inventory

Examples: buy through a DSP that accesses CTV publishers and app inventory
Pros: centralized buying, unified reporting, audience controls
Cons: inventory quality depends on the supply path configured

MVPD/vMVPD providers and operator inventory

Examples: cable/satellite operators and virtual MVPDs
Pros: addressable household targeting, established TV-like environment
Cons: may require specific buying relationships or packages

3) Choose the buying model

You generally have three options:

Direct buys

Negotiate directly with a provider or publisher.

• Best for premium placements, sponsorships, guaranteed delivery, custom creative, and tentpole moments.
• Common for brand launches or high-profile campaigns.

Programmatic guaranteed / preferred deals

• Secure set inventory with fixed terms, sometimes with targeting options.
• Good balance of premium access and operational simplicity.

Open auction / PMP / curated marketplace

• Use private marketplaces or curated deals for better quality and transparency than the open auction.
• Good for scale, flexibility, and efficiency.

4) Evaluate providers using a supply checklist

When vetting CTV providers, ask for:

• Inventory type: app, channel, device, household, or operator-level
• Content context: genres, live vs VOD, FAST vs premium subscription
• Audience data: first-party, third-party, deterministic, modeled
• Measurement support: completion rates, reach/frequency, attribution, brand lift
• Fraud and quality controls: app vetting, device validation, ads.txt/app-ads.txt, IVT filtering
• Ad placement details: pre-roll, mid-roll, post-roll, ad load, competitive separation
• Transparency: where ads ran, app names, content categories, household/device identifiers
• Brand suitability: content exclusions, adjacency controls, alcohol/finance/children policies

5) Build a sourcing strategy

A strong sourcing strategy often combines:

• Premium direct placements for credibility and impact
• Programmatic CTV for scale and audience efficiency
• Genre/contextual buys to align message with content
• Geographic or demographic targeting to support market priorities
• Frequency management across providers to avoid overexposure

Example mix:

• 40% premium direct streaming inventory
• 40% curated programmatic CTV
• 20% local or niche FAST channels for incremental reach

6) Use the right technology stack

Typically you’ll need:

• DSP for buying and audience targeting
• Ad server to manage creative and reporting
• Measurement partner for lift, attribution, or incremental reach
• Data clean room or CDP if using first-party data
• Verification tools for fraud, viewability, and brand safety

7) Negotiate the right terms

Key points to cover:

• Minimum spend and delivery windows
• Guaranteed impressions or impressions as a range
• Share of voice / exclusivity if needed
• Creative specs and QA timelines
• Reporting frequency and transparency level
• Makegoods if delivery or quality falls short
• Brand safety and content adjacency protections
• Data usage rights and audience portability

8) Launch, optimize, and measure

During flight:

• Monitor reach, frequency, completion rate, CPM, and VCR
• Watch for inventory concentration in a few apps or devices
• Rotate creative to reduce wearout
• Shift budget toward high-performing providers or genres
• Validate delivery against brand-safety and fraud benchmarks

After the campaign:

• Compare providers on incremental reach, cost per completed view, and brand lift
• Assess which supply paths delivered the best quality and outcomes
• Use learnings to refine your next sourcing mix

9) Best practices for brand campaigns

• Prioritize premium, transparent supply paths
• Avoid relying on a single provider if reach is the goal
• Use private marketplace or direct deals for sensitive brands
• Make sure the provider supports frequency controls
• Ask for app-level reporting and avoid opaque reseller chains
• Validate that inventory is CTV-specific, not just mobile/web video repackaged

10) Simple outreach template

When contacting CTV providers, ask:

We’re planning a brand campaign and are looking to source CTV video placements.
Could you share your inventory types, audience targeting capabilities, content categories, measurement options, brand safety controls, and buying models available (direct, PMP, programmatic guaranteed)?
We’d also like transparency on app/channel names, estimated reach, CPM ranges, and any minimum spend requirements.

If you want, I can also help you with:

• a CTV provider evaluation checklist
• a sample RFP
• a media plan structure
• or a list of CTV provider categories to contact