The players

Former Singtel-owned ad platform, acquired by Tremor (now Nexxen) in 2022.

Converged TV advertising platform that acquired AdTheorent in 2024.

Comcast's self-serve platform letting smaller advertisers buy premium TV and streaming ads.

Audience measurement company for digital and TV, a long-time Nielsen rival.

Sells ads across Disney+, Hulu, ESPN and ABC, one of the largest TV and streaming ad businesses.

Comcast-owned ad server and marketplace that runs ads for much of premium TV and streaming.

CTV ad-serving and measurement company acquired by Mediaocean in 2025.

CTV content-data platform acquired by Viant in 2024.

TV and streaming ad measurement company challenging Nielsen as a currency.

India's largest TV and streaming company, formed by merging Reliance's Viacom18 with Disney's Star India.

LG's connected-TV ad business, built on its 2018 purchase of Alphonso.

CTV-focused buying platform used by local broadcasters and agencies.

The largest independent sell-side platform, especially in connected TV.

Self-serve connected-TV advertising platform for performance marketers; listed in 2025.

The biggest streaming service, which added a cheaper ad-supported plan in 2022 and now runs its own ad tech.

Video and CTV ad tech group (formerly Tremor International) with its own DSP, SSP and data.

The century-old TV ratings company, private since 2022 and agreeing to buy DoubleVerify in 2026.

Owner of CBS, Paramount+ and Pluto TV, formed by the 2025 Paramount–Skydance merger.

TV operating system and streaming devices that make money selling ads on the home screen and in apps.

TV viewership data company using smart-TV ACR to measure and target ads.

Samsung's TV advertising business, selling ads on Samsung smart TVs and Samsung TV Plus.

Contextual advertising company using AI to place ads by content, not personal data.

CTV ad server owned by Magnite, used by streaming platforms to manage ad decisioning.

Outstream video and content-recommendation company formed when Outbrain bought Teads and took its name.

SSP known for programmatic native ads and branded placements inside TV shows.

Measures whether people in the room are actually watching the TV.

Self-serve DSP focused on connected TV and household-level targeting; its ticker is literally DSP.

TV measurement and planning company offering an alternative currency to Nielsen.

US smart-TV maker whose ad and data platform was bought by Walmart in 2024.

Owner of HBO Max, CNN, TNT and Discovery, now agreed to be acquired by Paramount Skydance.