Starling Launches CTV SSP Focused on Providing Show-Level Data for Marketers
· 2h ago · Originally reported by AdExchanger
Starling, a new connected TV supply-side platform, has entered the market with a focus on delivering show-level data to advertisers. The company aims to address a common challenge in CTV advertising by offering more granular insights into where ads appear.
Why it matters
Access to show-level data helps advertisers better understand and optimize their CTV campaigns, improving transparency and targeting in a rapidly growing channel.
Explain it like I’m new here
It's like giving advertisers a detailed TV guide so they know exactly which shows their ads are playing on.
Read the original at AdExchanger
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
SSP (supply-side platform)
An SSP (supply-side platform) is software that publishers use to sell their ad inventory automatically to many buyers, running auctions and managing prices, deals and quality controls.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Go deeper
Related stories
Programme-Led CTV Advertising Calls for Updated Planning Approaches
As connected TV (CTV) advertising increasingly focuses on specific programs rather than just channels or platforms, advertisers are finding that traditional planning methods may not be sufficient. This shift is prompting the industry to…
JioHotstar Advances CTV Measurement Amid Ongoing Ad Fraud Concerns
JioHotstar is making progress in measuring connected TV (CTV) advertising, according to IAS. Despite these advancements, the industry continues to face challenges related to ad fraud and transparency.
Rakuten TV Plans to Enable Audience Measurement in Italy by 2027
Rakuten TV is making preparations to support audience measurement in Italy starting in 2027. This move suggests the platform is working to provide advertisers and partners with data on viewership and engagement.
Industry Voices Concern Over Mislabeling of Performance CTV Advertising
Industry professionals are raising concerns about the overuse of the term 'performance CTV' in connected TV advertising. Critics argue that simply adding digital measurement tools does not fundamentally change how TV advertising works, and…
CTV Ad Impressions Rise 73% in September Amid Festive-Season Campaigns
Connected TV (CTV) ad impressions increased by 73% in September, coinciding with the start of festive-season advertising. The surge reflects brands ramping up their digital video campaigns to reach audiences during a key shopping period.
CTV Ad Impressions Surge 73% in September, Raising Questions on Incremental Reach
Connected TV (CTV) advertising impressions increased by 73% in September. However, it remains uncertain whether this growth is leading to a broader audience or simply more ads shown to the same viewers.