With a plethora of CTV SSPs available in the market, choosing the right one can be a daunting task for CTV publishers.
Choosing the right SSP can lead to a boost in revenue, while choosing the wrong one can negatively impact your earnings.
That’s why we created this article – to make things easier for you.
In this article, we’ll review the five best CTV SSPs for publishers and explain why accessing the world’s leading CTV SSP (spoiler: it’s Google) isn’t as easy as you would think.
Best CTV SSPs for Publishers
- Google Ad Manager
- TheViewPoint
- Magnite
- Pubmatic
- OpenX
Google Ad Manager
As with traditional programmatic advertising for websites and mobile apps, Google Ad Manager remains the top choice for CTV SSPs.
Through Google Ad Manager, you can access Google AdX, the largest programmatic marketplace in the world that offers publishers access to the world’s top tier advertisers.
However, accessing AdX for CTV is more complex compared to websites and mobile apps.
Challenges Accessing Google AdX for CTV
Accessing Google AdX for CTV comes with several challenges:
- Access to Google’s CTV monetization product – Google’s CTV monetization product, which gives publishers access to its PAL SDK needed to access the demand, has only been granted to a select number of publishers and monetization partners.
- Difficult implementation – Implementing Google’s PAL SDK requires an advanced level of expertise, which many CTV publishers struggle with.
- Integration with other ad servers server-side ad insertions (SSAIs) – The hard-coded implementation of Google’s PAL SDK makes it challenging to integrate it with other ad servers and SSAIs. This means that publishers are forced to choose between Google AdX and other ad servers, rather than having a combination of both.
Solution to Access Google AdX for CTV
Adnimation, a Google Certified Publisher Partner (GCPP), developed a proprietary CTV Fusion wrapper that enables CTV publishers to easily implement Google AdX into their apps.
Utilizing Google’s CTV monetization product, Adnimation’s wrapper enables CTV publishers to access all of the functionality of Google’s PAL SDK through a simple implementation process, without having to implement the PAL SDK itself.
The wrapper also provides seamless integration with existing ad servers and SSAIs, which enables CTV publishers to keep their existing ad servers and SSAIs, maximize competition, and generate higher revenues (read a case study here).
To get started with CTV Fusion, contact us today.
TheViewPoint
TheViewPoint is a CTV ad monetization platform that offers a fully managed solution for publishers.
Founded in 2019, TheViewPoint was established with a focus on the CTV environment.
Its features include a private ad exchange, a self-managed and fully-managed platform, and access to its own ad server.
In 2022, TheViewPoint was acquired by Tatari, a data and analytics platform for buying and measuring ads.
Magnite
Magnite, formerly known as Rubicon, boasts to be the largest independent SSP in the world.
In February 2023, Magnite launched Magnite Streaming, a new platform dedicated to CTV and OTT content. The move signaled the company’s further focus on CTV, following its acquisitions of SpringServe and SpotX in 2021.
Magnite offers an array of solutions for CTV publishers, including a programmatic live option for live-streaming events.
Pubmatic
With years of experience in the advertising industry, Pubmatic also offers an SSP for CTV.
The SSP also features a unique Openwrap bidding solution, which offers custom management tools and performance insights for publishers.
The inclusion of Openwrap, along with its ID management tool, makes it a formidable SSP option for CTV publishers.
OpenX
OpenX is a cloud-based SSP, which enables it to offer publishers an efficient tech stack.
OpenX offers CTV publishers its ad platform, Open Audience, which enables them to use programmatic ads by matching site visitors to third-party identifiers.
It offers CTV publishers both video ads and display ads.
