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Digital MarketingTop 10 Best Connected Tv Advertising Services of 2026
Ranked comparison of Connected Tv Advertising Services for leading providers like GroupM, IPG Mediabrands, and Dentsu. Compare options now.
How we ranked these tools
Core product claims cross-referenced against official documentation, changelogs, and independent technical reviews.
Analyzed video reviews and hundreds of written evaluations to capture real-world user experiences with each tool.
AI persona simulations modeled how different user types would experience each tool across common use cases and workflows.
Final rankings reviewed and approved by our editorial team with authority to override AI-generated scores based on domain expertise.
Score: Features 40% · Ease 30% · Value 30%
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Editor’s top 3 picks
Three quick recommendations before you dive into the full comparison below — each one leads on a different dimension.
GroupM
Managed CTV campaign optimization with delivery governance and outcome-focused reporting
Built for brands needing enterprise-grade CTV execution and measurement across campaigns.
IPG Mediabrands
Editor pickCross-screen activation coordination that links CTV buying, creative specs, trafficking, and performance reporting
Built for teams needing managed CTV planning, activation, and reporting across multiple media channels.
Dentsu
Editor pickCross-channel measurement and optimization across advanced TV and related video channels
Built for enterprise advertisers coordinating connected TV with broader global media plans.
Related reading
Comparison Table
This comparison table benchmarks connected TV advertising service providers including GroupM, IPG Mediabrands, Dentsu, OMD, Carat, and others across key capabilities and delivery approaches. It helps readers compare planning, targeting, measurement, and optimization functions to understand how each organization supports connected TV campaigns.
GroupM
enterprise_vendorGroupM delivers connected TV advertising buying and optimization through its agency brands for advertisers seeking cross-screen measurement and performance.
Managed CTV campaign optimization with delivery governance and outcome-focused reporting
GroupM stands out through its full-service media buying and measurement operations backed by the broader GroupM agency infrastructure. Connected TV coverage is built around audience planning, programmatic buying, and cross-channel campaign orchestration for video reach and frequency control.
Advanced analytics and reporting support optimization across creative delivery, targeting strategy, and outcomes tracking. Managed workflows connect media strategy, trafficking requirements, and ongoing campaign performance management.
- +CTV ad buying execution across programmatic inventory and managed delivery
- +Cross-channel planning aligns CTV reach with broader video and display goals
- +Performance reporting supports optimization based on delivery and outcomes signals
- +Operational rigor covers trafficking, pacing, and campaign governance
- –CTV success depends on strong creative specs and QA coordination
- –Best results require clear KPIs and defined targeting approach from the buyer
- –Complex setups can extend timelines for onboarding and tracking implementation
Best for: Brands needing enterprise-grade CTV execution and measurement across campaigns
More related reading
IPG Mediabrands
enterprise_vendorIPG Mediabrands executes connected TV advertising strategies with media planning, buying, and advanced attribution and reporting.
Cross-screen activation coordination that links CTV buying, creative specs, trafficking, and performance reporting
IPG Mediabrands stands out with deep integration into IPG Media brands planning and activation workflows for Connected TV advertising. The service supports cross-screen campaign strategy that aligns CTV inventory, audience targeting, and measurement needs across buying channels.
It coordinates creative and trafficking requirements so video campaigns can launch with consistent technical specs across streaming platforms. The team emphasizes optimization and performance reporting to improve reach and engagement over the course of the campaign.
- +CTV planning ties into broader cross-screen media strategy and execution
- +Creative and trafficking support reduces technical launch risk across streaming platforms
- +Optimization focus helps improve reach and engagement during delivery
- +CTV measurement and reporting support campaign performance reviews
- –CTV execution depends on campaign setup complexity and internal stakeholder alignment
- –Reporting depth can vary based on chosen measurement approach
- –Connected TV outcomes may require careful audience data readiness
Best for: Teams needing managed CTV planning, activation, and reporting across multiple media channels
Dentsu
enterprise_vendorDentsu provides connected TV media strategy, programmatic buying, and performance analytics for brands running streaming and addressable video campaigns.
Cross-channel measurement and optimization across advanced TV and related video channels
Dentsu stands out as a global media and creative partner that can connect connected TV buys with end-to-end campaign planning. Its connected TV advertising capabilities include audience targeting, video creative production support, and cross-channel orchestration across advanced TV inventory.
Dentsu also supports measurement and optimization workflows through analytics and reporting processes designed for performance and brand lift use cases. The delivery model suits advertisers needing managed execution backed by specialist teams across markets.
- +Global connected TV buying with cross-market campaign coordination
- +Integrated creative and media support for cohesive advanced TV messaging
- +Measurement and optimization workflows for performance reporting
- –Engagement model can require brand-ready assets for efficient activation
- –Campaign complexity may increase internal coordination overhead
Best for: Enterprise advertisers coordinating connected TV with broader global media plans
OMD
agencyOMD runs connected TV advertising planning and activation for brands that need frequency control, targeting, and outcome-focused reporting.
CTV audience planning with omnichannel attribution and cross-channel reporting
OMD stands out for its media-agency scale and operating rhythm across programmatic display, search, and video buying for connected TV placements. Core capabilities include audience planning, addressable targeting, and full-funnel measurement that ties CTV exposure to business outcomes.
The team supports campaign orchestration across streaming inventory types, including linear-like buy formats and on-demand environments. OMD also integrates creative and measurement workflows so CTV activity aligns with broader omnichannel delivery goals.
- +Omnichannel planning connects CTV reach to search and video campaigns
- +Audience targeting supports addressable tactics across streaming inventory
- +Measurement frameworks support outcome-focused reporting across the funnel
- –CT-specific execution depends on client creative and trafficking readiness
- –Less suitable for teams seeking DIY CTV setup without agency orchestration
- –Attribution depth can vary by data access and platform integrations
Best for: Brands needing managed CTV planning, buying, and measurement across omnichannel programs
Carat
agencyCarat plans and buys connected TV inventory across streaming platforms and connected audiences for measurable reach and conversions.
End-to-end CTV campaign operations spanning planning, activation workflows, and performance reporting
Carat stands out for its established media buying and planning expertise across brands, not just CTV tactics. The agency supports connected TV advertising through audience planning, creative and trafficking coordination, and campaign optimization across major linear-style streaming inventory.
Delivery focus includes measurement workflows and reporting designed to translate viewership and conversion outcomes into actionable learnings. Carat also fits teams needing multi-channel alignment since CTV decisions often depend on reach, frequency, and channel synergy.
- +Strong CTV media planning with audience and reach modeling
- +Operational capability for trafficking, launch QA, and delivery monitoring
- +Optimization processes tied to performance signals and outcomes
- +Reporting that connects CTV delivery to business KPIs
- –Execution requires close coordination with brand creative and assets
- –Less suited for teams wanting self-serve CTV setup
- –Campaign complexity can increase internal planning effort
Best for: Brands needing managed CTV buying within broader cross-channel strategies
Kinesso
enterprise_vendorKinesso applies data-led optimization to connected TV advertising and measurement for advertisers managing streaming video investment.
Managed optimization using performance measurement across connected TV inventory
Kinesso stands out by applying performance marketing discipline to connected TV campaigns across devices and screens. Its core capabilities include audience targeting, video ad buying, and campaign measurement optimized for reach and conversions.
The service emphasizes cross-channel coordination so CTV spend can align with broader digital objectives. Managed implementation support helps teams translate strategy into executable media and reporting workflows.
- +CTV audience targeting built around measurable business outcomes
- +Cross-channel coordination connects connected TV with broader digital objectives
- +Campaign measurement supports optimization against reach and conversion goals
- –Execution can require strong client input for creative and audience assumptions
- –Best results depend on clean tracking and defined conversion events
- –Less transparent self-serve control compared with tool-first competitors
Best for: Brands needing managed connected TV planning, buying, and optimization support
Publicis Groupe
enterprise_vendorPublicis Groupe supports connected TV advertising through its agency networks with strategy, buying, and cross-device measurement services.
Integrated connected TV campaign planning with cross-channel audience and measurement alignment
Publicis Groupe stands out for combining large-agency creative production with end-to-end connected TV media execution across multiple brands and markets. Connected TV advertising support covers audience targeting, programmatic campaign buying, and measurement using brand-safe inventory strategies.
The group can coordinate cross-channel plans that align CTV reach with search, social, and display for consistent messaging. Delivery quality is driven by integrated planning teams that translate audience insights into campaign setups, pacing, and optimization.
- +CTV creative-to-media coordination across major global markets
- +Programmatic connected TV buying with audience and placement controls
- +Cross-channel planning that supports consistent reach and messaging
- +Measurement and optimization workflows tied to campaign KPIs
- –Integrated agency structure can add approval and coordination overhead
- –Connected TV strategy depends on client data maturity for best targeting
- –Multimarket delivery requires clear governance to avoid inconsistent execution
Best for: Large brands needing full-funnel connected TV planning and execution
Virtue
specialistVirtue delivers connected TV advertising activation with creative testing and performance-focused optimization for direct-response and brand outcomes.
Retail media driven audience activation for connected TV measurement and optimization
Virtue stands out by aligning CTV advertising with retail media signals and audience activation workflows. The service supports planning, activation, and measurement across connected TV inventory with creative rotation and frequency management.
Virtue also emphasizes data onboarding, identity resolution, and reporting that ties delivery outcomes to downstream performance signals. Strong partner ecosystem coverage helps scale campaigns across major streaming and CTV publishers.
- +Retail media signal integration strengthens CTV targeting beyond device-only segments
- +Managed CTV activation streamlines buying, trafficking, and creative rotation
- +Measurement focuses on delivery and performance outcomes using unified reporting
- –Creative QA and trafficking timelines require tighter internal coordination
- –Strong results depend on clean data onboarding and consistent identity mapping
- –More complex setups may feel heavy for single-audience, low-budget launches
Best for: Brands running retail-aligned CTV campaigns needing end-to-end activation and measurement
Croud
specialistCroud provides connected TV advertising and analytics through addressable video buying support and measurement for multi-screen campaigns.
Managed programmatic CTV buying with optimization focused on audience delivery and reporting
Croud stands out by focusing Connected TV advertising operations around measurable campaign delivery rather than generic video placement. The service supports CTV ad buying across programmatic inventory and helps manage creative and targeting workflows for household reach goals.
Campaign execution typically emphasizes audience segmentation and reporting needed for optimization across CTV screens. Croud is positioned for teams that need hands-on campaign management spanning setup through performance review.
- +CTV campaign management with audience targeting and delivery oversight
- +Optimizes across Connected TV inventory using structured performance reporting
- +Supports creative and campaign setup workflows for faster launches
- +Helps align campaign goals to household reach outcomes
- –Execution depth may require active client coordination for creative readiness
- –Best fit for managed CTV work rather than DIY self-serve buying
- –Complex reporting requests can slow iteration cycles
- –May be less suitable for narrow formats that need manual trafficking only
Best for: Mid-market advertisers needing managed Connected TV campaign execution and optimization
MSeven
specialistMSeven runs connected TV advertising campaigns using audience targeting, creative optimization, and reporting for advertisers and agencies.
Hand-on connected TV campaign management with ongoing optimization and performance reporting
MSeven stands out for delivering connected TV advertising with a managed, execution-focused approach that targets streaming and addressable inventory across screens. The service supports campaign setup, audience targeting, creative and trafficking coordination, and performance optimization aimed at video reach and conversions.
MSeven also emphasizes measurement and reporting workflows that translate delivery and outcome signals into actionable adjustments. Delivery quality is driven by hands-on campaign management rather than self-serve tooling alone.
- +Managed CTV campaign execution with coordinated setup and trafficking
- +Audience targeting designed for addressable streaming inventory
- +Optimization workflows focused on improving delivery and outcomes
- +Reporting converts campaign performance into decision-ready insights
- –Less suitable for teams wanting DIY campaign controls
- –CTV creative and attribution accuracy depend on provided assets
- –Managed service approach can limit fast experimental iteration
Best for: Brands needing managed connected TV execution and performance reporting
How to Choose the Right Connected Tv Advertising Services
This buyer’s guide explains how to select Connected TV Advertising Services providers for managed CTV buying, targeting, and measurement across streaming and addressable video. It covers GroupM, IPG Mediabrands, Dentsu, OMD, Carat, Kinesso, Publicis Groupe, Virtue, Croud, and MSeven using provider-specific strengths and delivery models from their evaluations.
What Is Connected Tv Advertising Services?
Connected TV Advertising Services deliver planning, programmatic buying, and measurement for ads served on streaming and connected TV inventory. The services solve reach and frequency planning, audience targeting, and outcome reporting that links CTV exposure to business goals. Providers such as GroupM and IPG Mediabrands coordinate CTV buying with creative specs, trafficking, and performance reporting across multiple platforms so campaigns launch consistently and optimize during delivery. This category is typically used by brands that want managed CTV execution with cross-screen or omnichannel alignment rather than self-serve setup.
Key Capabilities to Look For
These capabilities determine whether a CTV campaign can launch cleanly, optimize during delivery, and report outcomes in a way that supports decision-making.
Managed CTV campaign optimization with delivery governance
Providers like GroupM focus on managed optimization with delivery governance and outcome-focused reporting so pacing, pacing controls, and delivery oversight stay consistent during the campaign. This approach also reduces avoidable performance swings that occur when delivery rules are not actively managed.
Cross-screen activation coordination tied to creative specs and trafficking
IPG Mediabrands excels at connecting CTV buying to creative specs, trafficking requirements, and performance reporting so ads can launch across streaming platforms with consistent technical setup. Publicis Groupe also emphasizes creative-to-media coordination across global markets to keep messaging consistent while delivery execution is paced and optimized.
Cross-channel measurement and omnichannel attribution
Dentsu and OMD support cross-channel measurement and omnichannel attribution so CTV exposure can be evaluated alongside related video and broader funnel activity. OMD specifically connects CTV audience planning to omnichannel attribution and cross-channel reporting to support outcome-focused measurement.
End-to-end CTV campaign operations across planning, activation, and reporting
Carat stands out with end-to-end CTV campaign operations that span planning, activation workflows, trafficking and QA, and performance reporting tied to business KPIs. MSeven also provides hands-on campaign management with coordinated setup, trafficking, and reporting that translates delivery and outcome signals into adjustments.
Performance marketing discipline for reach and conversion outcomes
Kinesso applies data-led optimization to connected TV campaigns and measures performance optimized for reach and conversions across devices and screens. Virtue emphasizes performance-focused optimization using retail media signals, identity resolution, and unified reporting to tie CTV delivery outcomes to downstream performance signals.
Addressable audience targeting and frequency control
OMD supports addressable targeting and frequency control with planning and activation across streaming inventory types. Croud supports audience segmentation and household reach outcomes reporting so targeting decisions tie directly to measurable delivery goals.
How to Choose the Right Connected Tv Advertising Services
The right provider matches campaign complexity, measurement needs, and internal operational capacity to the delivery model that provider already executes well.
Match enterprise execution needs to full-service CTV buying and measurement
Choose GroupM when enterprise-grade connected TV execution and measurement across campaigns must include managed optimization, delivery governance, and outcome-focused reporting. Choose Dentsu when connected TV buying must be coordinated with global media plans and cross-channel measurement across advanced TV and related video channels.
Require cross-screen activation support that protects launch quality
Select IPG Mediabrands if the campaign requires coordination of CTV inventory, audience targeting, creative and trafficking requirements, and performance reporting across multiple media channels. Select Publicis Groupe when connected TV execution must include integrated creative production alignment and programmatic connected TV buying with audience and placement controls.
Prioritize omnichannel attribution when CTV is part of a broader funnel
Use OMD when connected TV planning needs frequency control, audience planning, and omnichannel attribution with cross-channel reporting tied to business outcomes. Use Dentsu when measurement and optimization must connect connected TV buys with end-to-end campaign planning and performance analytics for performance and brand lift use cases.
Choose retail-aligned identity and downstream measurement for retail signal strategies
Choose Virtue when retail media signals, identity resolution, and unified reporting are needed to connect CTV delivery to downstream performance signals. This fit matters for retail-aligned CTV activation where audience onboarding and consistent identity mapping must be handled by the provider.
Pick the right operational intensity for the team’s willingness to manage setup and QA
Choose Carat when end-to-end CTV campaign operations with trafficking, launch QA, and delivery monitoring must be managed by the provider alongside planning and optimization. Choose Croud or MSeven for managed execution that emphasizes hands-on campaign management and structured performance reporting, and plan for tighter client coordination on creative readiness if internal assets are not production-ready.
Who Needs Connected Tv Advertising Services?
Connected TV advertising services are most valuable for teams that need managed planning, buying, trafficking, and measurement rather than ad setup by internal tooling alone.
Enterprise advertisers that require governed CTV execution and cross-campaign measurement
GroupM is the strongest match for teams needing managed CTV campaign optimization with delivery governance and outcome-focused reporting across campaigns. Dentsu is also a fit when connected TV must be coordinated with broader global media plans and cross-channel measurement across advanced TV and related video channels.
Teams running multi-channel activation and needing CTV launch consistency across streaming platforms
IPG Mediabrands excels when CTV requires cross-screen activation coordination that links CTV buying, creative specs, trafficking, and performance reporting. Publicis Groupe is a fit for large brands that need integrated connected TV planning with cross-channel audience and measurement alignment across multiple brands and markets.
Brands that require omnichannel attribution and full-funnel reporting for CTV exposure
OMD is built for CTV audience planning with omnichannel attribution and cross-channel reporting tied to full-funnel measurement frameworks. Dentsu complements this need with cross-channel measurement and optimization across advanced TV and related video channels with performance analytics support.
Retail-aligned campaigns that must connect CTV targeting and measurement to retail media signals
Virtue is the best match when retail media signal integration strengthens CTV targeting beyond device-only segments. Virtue also supports data onboarding, identity resolution, and reporting tied to downstream performance signals for end-to-end retail-aligned outcomes measurement.
Common Mistakes to Avoid
Several predictable execution issues show up across providers when campaign setup, creative readiness, or measurement assumptions are not aligned with the operational model.
Starting without crisp KPIs and a defined targeting approach
GroupM delivers outcome-focused reporting and managed optimization when KPIs and targeting are defined clearly by the buyer. OMD and Kinesso also perform best when conversion events and targeting assumptions are established so the measurement framework can optimize during delivery.
Assuming CTV execution is DIY-friendly without agency orchestration
OMD is less suitable for teams seeking DIY connected TV setup because CT execution depends on client creative and trafficking readiness. Croud is also positioned for managed work and may require active client coordination for creative readiness to maintain launch timelines.
Underestimating creative QA and trafficking timeline coordination
Carat includes operational capability for trafficking, launch QA, and delivery monitoring, which becomes harder when internal creative reviews are delayed. Virtue also depends on tight internal coordination for creative QA and trafficking timelines and relies on clean data onboarding and consistent identity mapping.
Choosing a provider that cannot connect measurement depth to available data
Dentsu and OMD support cross-channel measurement, but attribution depth depends on data access and platform integrations. Kinesso also depends on clean tracking and defined conversion events so reach and conversion optimization can be reliable.
How We Selected and Ranked These Providers
we evaluated each connected TV advertising services provider on three sub-dimensions. Capabilities carry a weight of 0.40, ease of use carries a weight of 0.30, and value carries a weight of 0.30. Each provider’s overall rating equals 0.40 × features plus 0.30 × ease of use plus 0.30 × value. GroupM separated itself with managed CTV campaign optimization supported by delivery governance and outcome-focused reporting, which strengthened both capabilities and day-to-day execution confidence.
Frequently Asked Questions About Connected Tv Advertising Services
Which connected TV advertising services are strongest for enterprise-grade planning and measurement across campaigns?
Which providers are best for coordinated cross-screen activation across multiple buying channels?
Which service model suits advertisers that need hands-on campaign management instead of self-serve tooling?
How do connected TV services handle creative trafficking and launch-ready technical specs across platforms?
Which providers are geared toward addressable targeting and household-level or audience-segmentation outcomes?
Which options pair connected TV with retail media signals and downstream performance reporting?
What connected TV services are strong for performance optimization during the campaign lifecycle?
Which providers support brand-safe inventory strategies for connected TV planning at scale?
How should teams approach getting started when internal workflows include media planning, trafficking, and reporting handoffs?
Conclusion
After evaluating 10 digital marketing, GroupM stands out as our overall top pick — it scored highest across our combined criteria of features, ease of use, and value, which is why it sits at #1 in the rankings above.
Use the comparison table and detailed reviews above to validate the fit against your own requirements before committing to a tool.
Tools reviewed
Primary sources checked during evaluation.
Referenced in the comparison table and product reviews above.
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