September 6, 2024

Choosing the best SSP and ad server for streaming , OTT and CTV

Choosing the best ad server and SSP for CTV, OTT and streaming for maximum demand and ROI

Comparing the Best Streaming Ad Servers for CTV

In the rapidly evolving Connected TV (CTV) advertising ecosystem, choosing the right Supply-Side Platform (SSP) and ad server can significantly impact revenue generation and the efficiency of ad delivery across various devices. While Springserve and Freewheel are often the most recognized names in CTV ad serving, several other platforms have emerged as strong contenders. This article provides an in-depth comparison of the top SSPs and ad servers for CTV, helping you navigate the competitive landscape and make an informed decision.

1. Magnite

As one of the leading independent SSPs, Magnite Streaming helps publishers maximize the value of their CTV and OTT (Over-the-Top) inventory. It has the maximum marquee publisher wins including Netflix ! Its strength lies in robust programmatic solutions, providing access to premium demand sources and enabling seamless cross-device ad delivery. Magnite is often highlighted alongside Freewheel as a versatile platform with strong partnerships across the CTV ecosystem. Its acquisition of Springserve , whose capabilities include managing ad breaks, controlling fill rates, and maximizing revenue through direct and programmatic channels has made it a dominant force in CTV. Many publishers choose Springserve for its flexibility and transparency in managing both header bidding and waterfall setups.

2. Freewheel

A powerhouse in the CTV ad serving world, Freewheel remains a top choice for programmatic CTV and addressable TV advertising. Freewheel is best known for its holistic video advertising solutions, which include both traditional TV and digital video inventory. Its strength lies in seamless integration with demand-side platforms (DSPs) and its ability to optimize deal management and programmatic transactions, ensuring high demand for premium CTV inventory.

Freewheel’s Programmatic SSP continues to be widely used for both deal routing and open marketplace transactions, making it a leader in managing premium CTV supply.

3. Amazon

While Amazon is more known for its DSP , Amazon Publisher Services (APS) aggregates SSPs in its Universal Ad Marketplace (UAP) and essentially manages the relationship between these SSPs, publishers and its demand. APS is useful for publishers because of Amazon’s large market share on the demand side. One feature that stands out is access to Amazon Shopping Insights, which can help publishers determine their content strategy. With the ability to target ads based on shopping behavior, Amazon provides unmatched targeting precision. In the CTV space, its dominance through Fire TV expands the reach of advertisers and offers deep insights into high-value user segments, making it a go-to platform for performance-driven campaigns.

4. PubMatic

PubMatic has become a key player in programmatic CTV advertising. Known for its transparency and omnichannel capabilities, it empowers publishers with advanced tools for managing and monetizing CTV inventory. PubMatic’s reputation for brand safety and the ability to optimize inventory for premium demand makes it a preferred choice for publishers looking to enhance revenue streams while ensuring ad quality.

5. Beachfront Media (Acquired by Seedtag)

Recently acquired by Seedtag, Beachfront Media focuses on real-time bidding for CTV and video inventory across screens. The acquisition strengthens Beachfront’s position in the market, especially with Seedtag's contextual advertising capabilities. Beachfront’s ability to handle real-time programmatic ad buying has made it an attractive option for CTV publishers, offering a reliable path to monetization.

6. Publica

Publica, like Springserve, is primarily an ad server but is increasingly gaining attention in the CTV space. It was recently acquired by IAS. Known for its high-performing server-side ad insertion (SSAI) technology, Publica excels at delivering seamless ad experiences in CTV environments. It helps publishers optimize their ad breaks by providing data-driven insights and ensuring higher fill rates through header bidding and direct integrations with DSPs.

7. Cadent

As mentioned earlier, Cadent is transitioning from a traditional ad server into a more sophisticated player in the CTV space. Cadent has been expanding its footprint by offering publishers new tools to manage video advertising inventory. With a focus on addressable and cross-platform TV, Cadent is well-positioned to support the evolving needs of CTV publishers, especially as the lines blur between digital and linear TV advertising.

8. Xandr

Xandr, previously part of AT&T, is a prominent player in the CTV and digital advertising ecosystem. It combines robust marketplace capabilities with advanced deal routing technology. Xandr offers a highly scalable SSP that provides access to premium demand sources while facilitating complex programmatic deals. One of Xandr’s key strengths is its ability to integrate with a wide range of DSPs, making it an effective platform for routing both open marketplace and private deals.

Xandr’s prebid support and focus on identity resolution have allowed it to stand out as a versatile option for publishers, offering more control over who buys their inventory.

‍

What should be the key comparison points?

A key consideration in selecting an SSP is its marketplace strength. there is a distinction between platforms that excel in marketplace management and those focused on deal routing. For instance, Freewheel and Xandr are strong in deal routing due to their extensive integrations with DSPs, whereas platforms like Magnite and Samsung Ads might excel in open marketplaces. Apart from marketplace strength the other strengths to evaluate are

Ad Serving Flexibility Platforms like Springserve and Publica offer greater flexibility in ad serving, allowing publishers to control how ads are inserted, manage frequency caps, and optimize fill rates. If you need more granular control over your inventory and ad breaks, choosing a flexible ad server is critical.

Data Integration & Targeting Ad platforms such as Amazon and Samsung Ads provide deep insights into user behavior through first-party data. This allows for highly targeted ad campaigns based on detailed transactional or device-level data. If precise audience targeting is essential to your business, opt for a platform with robust data capabilities.

Server-Side Ad Insertion (SSAI) Latency during ad breaks can disrupt the viewer experience, leading to dissatisfaction and reduced engagement. SSAI technology, which platforms like Publica excel at, ensures ads are inserted smoothly without buffering or delays. This is especially important in CTV, where user experience is paramount.

Omnichannel Reach Platforms like PubMatic, Magnite and Smaato offer omnichannel capabilities, enabling publishers to reach audiences across multiple platforms, including mobile, desktop, and CTV. If your goal is to manage inventory across devices, choosing a platform with omnichannel reach ensures that your ad campaigns will be more cohesive and effective.

Identity Resolution With increasing privacy regulations and the shift away from third-party cookies, platforms that offer strong identity resolution capabilities, like Xandr, are becoming more important. Being able to identify and target users across different devices while maintaining privacy compliance is essential for long-term success in the CTV space.

‍

Conclusion

Choosing the right SSP or ad server in the CTV space depends on your specific needs, such as programmatic capabilities, marketplace strength, and data integration. Platforms like Magnite, Amazon, and Samsung Ads offer extensive programmatic solutions and deep data-driven insights, while Springserve, Freewheel, and Publica shine as ad-serving solutions with robust tools for optimizing inventory.

By understanding the unique features and advantages of each platform, publishers and advertisers can better navigate the fragmented CTV landscape and make more informed decisions to maximize revenue and audience engagement.

‍