Top 10 CTV Advertising Platforms Compared

TL;DR

The best CTV advertising platforms in 2026 are MNTN (Mountain) for self-serve performance, The Trade Desk for enterprise reach, and Hey Sid for pairing CTV with person-level B2B ads.

• CTV reaches households, not buyers: eMarketer forecasts US CTV ad spend near $38 billion in 2026, but most platforms cannot target a named decision-maker.

• This guide compares 10 platforms on B2B targeting, pricing, minimums and self-serve vs managed delivery.

• Typical CTV CPMs run $20 to $40. Roku Ads Manager starts at $500 per campaign and Vibe.co at $50 a day.

• Use the decision framework to match a platform to your team and budget.

Please note that pricing may change, so always check the latest details on the product's website.

What Makes a Good Connected TV Advertising Platform for B2B?

A good CTV platform for B2B does four things: it reaches target companies, not just households; it handles video creative; it sends exposure data to your CRM; and it works alongside the channels that reach named buyers. CTV delivers awareness at scale on Hulu, Peacock, Paramount+ and ESPN+. B2B precision is the harder part.

But streaming platforms know which household is watching. They cannot tell you whether the viewer is a VP of Engineering or someone else in the same home.

The platforms that work for B2B CTV address this gap differently. Four criteria separate the useful from the generic:

B2B targeting depth. Can the platform reach specific companies, industries, or job functions? Account-level CTV identifies target company households via IP or device graph matching, but does not confirm which individual within that household is watching. True person-level targeting, reaching a named contact on streaming TV, is not reliably available through standalone CTV platforms. B2B teams that need individual precision typically pair CTV with LinkedIn or Meta campaigns. For campaigns with small, defined total addressable markets, this distinction drives the difference between usable ROI data and guesswork.

Creative and operational support. CTV requires video ads, typically 15 or 30 seconds. Teams that do not have in-house video production capacity need either creative production included or AI-assisted creative generation built into the platform. For B2B marketing teams of 1 to 3 people, this is a practical barrier, not a preference.

CRM and ABM integration. Does ad exposure data flow back to HubSpot, Salesforce, or your ABM stack? Without this connection, CTV runs in isolation from the revenue intelligence your sales team depends on. For B2B teams with sales cycles of 3 to 12 months or longer, isolated ad data has limited value.

Multi-channel coordination. CTV produces top-of-funnel awareness. B2B buying committees of typically 6 to 10 stakeholders need coordinated exposure across LinkedIn, email, and display before outreach lands as familiar rather than cold. Platforms that coordinate CTV with follow-up channels produce compounding familiarity. CTV campaigns that run in isolation rarely influence pipeline alone.

For a deeper look at how programmatic targeting works, see IP Targeting for B2B: How It Works and When to Use It and B2B Display Advertising: Channels, Targeting, and ROI Guide.

How These CTV Advertising Platforms Were Ranked

Each platform was scored on the five things that decide whether CTV works for a B2B team:

1. B2B targeting depth: household, account or person level.

2. Entry cost: published pricing and minimum spend.

3. Operational load: self-serve or managed, and whether video creative is included.

4. Measurement and CRM integration: whether exposure data reaches HubSpot or Salesforce.

5. Inventory reach: which streaming networks and devices the platform buys.

Facts come from each vendor's own product, pricing and help pages, checked in October 2026, plus Vendr marketplace data for 6sense pricing.

Disclosure: Hey Sid publishes this list and appears at #3. Hey Sid is not a CTV platform. It is included because B2B teams run it alongside one to reach named decision-makers.

#1 MNTN - Best Self-Serve Performance CTV Platform for B2B

Type: Self-serve performance CTV platform

Channels: Connected TV (150+ premium streaming networks)

Pricing: Not publicly disclosed. CPM-based. No minimum is publicly stated; effective spend thresholds may apply in practice.

Best for: B2B teams wanting self-serve access to premium streaming TV with AI-powered optimisation

Pricing may change. Always check the latest details on the vendor's website.

MNTN, now branded as Mountain, is the Adweek Readers' Choice winner for Best CTV/OTT Platform and an ANA B2 Award Winner for Video Marketing. It offers a dedicated B2B product positioned specifically for B2B demand generation on streaming TV, with clients including Cisco.

The platform reaches viewers across 150+ premium networks including Paramount+, Peacock, CBS, NBC, ESPN, Roku, and live sports. No minimum spend is stated publicly; however, in practice there may be effective spend thresholds or platform expectations. QuickFrame AI generates video creative from text prompts in under an hour, removing the video production bottleneck for lean B2B teams.

Key targeting: MNTN Matched builds audiences using real-time household behaviour and intent signals. The platform integrates with Google Analytics, HubSpot, and Tableau, and uses Verified Visits for post-exposure attribution, connecting TV exposure to website activity.

Strengths:

• No publicly stated minimum spend; more accessible entry point relative to enterprise DSPs, though effective thresholds may apply

• Dedicated B2B offering with recognised enterprise clients and industry awards

• 150+ premium networks including live sports and major streaming platforms

• QuickFrame AI resolves the video creative production bottleneck

• Self-serve with AI-powered optimisation

Limitations:

• Audience targeting is household-level and behavioural, not account-based or person-level

• CTV is the platform's sole channel. No LinkedIn, Meta, or display coordination is available within the platform

• European and Nordic inventory coverage is not confirmed in public product documentation

Best for: B2B marketing teams in the US wanting self-serve streaming TV with AI-powered optimisation. Contact MNTN directly to confirm current spend requirements before committing.

#2 The Trade Desk - Best Enterprise CTV DSP

Type: Independent enterprise DSP

Channels: CTV, display, video, audio, native, DOOH

Pricing: Significant budget required, varies by region, contract, and usage (CPM-based plus platform fees). Contact The Trade Desk for current figures.

Best for: Enterprise B2B teams with dedicated programmatic ad ops and multi-million-dollar annual ad budgets

Pricing may change. Always check the latest details on the vendor's website.

The Trade Desk is an independent DSP: it buys media for advertisers and does not own a streaming service. Its Kokai platform runs Koa AI optimisation, which gained three optimisation modes in a May 2026 update, and CTV pause ads (a full-screen ad shown when a viewer pauses a show) entered open beta on 12 May 2026. Its CTV inventory spans the major streaming platforms and includes premium programmatic guaranteed deals. Unified ID 2.0 provides post-cookie identity resolution that works across devices including connected TVs.

For B2B CTV, The Trade Desk requires layering third-party B2B data onto its audience infrastructure. The platform has no native ABM or account-based targeting. Teams bring their own firmographic data or integrate B2B data providers to build target account audiences. Its CTV strength is inventory breadth and bidding precision. No independent DSP provides access to more premium streaming inventory at the transparency The Trade Desk delivers.

For more context on The Trade Desk in B2B programmatic campaigns, see Top Programmatic Advertising Platforms for B2B in 2026.

Strengths:

• Broadest CTV inventory access of any independent DSP

• Transparent spend, bidding, and placement reporting

• Kokai platform with Koa AI optimisation, now with three optimisation modes (May 2026)

• Data marketplace for layering B2B firmographic and intent data

• Unified ID 2.0 for cross-device identity resolution

Limitations:

• No native B2B or account-based targeting. B2B audience building requires a separate data layer

• Significant budget requirements exclude most mid-market B2B teams; confirm current thresholds directly with The Trade Desk

• Requires a trained programmatic team or agency to operate

• CTV inventory access does not equal B2B precision without additional data investment

Best for: Enterprise B2B companies with dedicated programmatic teams, significant multi-channel ad budgets, and an existing B2B data stack for audience building. Contact The Trade Desk directly for current pricing requirements.

#3 Hey Sid - Best for Coordinated B2B CTV, LinkedIn, and Meta Advertising

Type: Managed B2B advertising service

Channels: LinkedIn, Meta, Google and the web (person-level). Runs alongside your CTV platform.

Pricing: Custom. Contact for details.

Best for: B2B companies with 20 to 100 employees, lean marketing teams, long sales cycles in European and Nordic markets

Pricing may change. Always check the latest details on the vendor's website.

Hey Sid is not a CTV platform. It is the managed, person-level layer that makes a CTV budget count for B2B: CTV reaches the household, Hey Sid reaches the named decision-maker.

The core problem with CTV for B2B: streaming platforms target households. They cannot verify whether the person watching is the procurement director on your target list. For B2B advertisers with 50 to 200 named target accounts and buying committees of 6 to 10 stakeholders each, household-level reach means impressions land outside the buying group.

Hey Sid's Always On shows ads to named decision-makers at your target accounts across LinkedIn, Meta, Google and the web, using verified contact data. Run it next to a CTV platform from this list, and the same buyer sees your brand on streaming TV and then in their LinkedIn and Meta feeds in the same week, with the same message.

This is The Influence Loop. Always On (advertising), Authority Builder (done-for-you thought leadership), and Precision Connect (warm LinkedIn outreach) all targeting the same named individuals over 60 to 90 days. Hey Sid's sequence is designed so that by the time outreach lands, the prospect has already encountered your brand multiple times. The outreach arrives as a familiar follow-up, not a cold interruption.

What sets it apart for B2B CTV buyers:

• Person-level targeting. Hey Sid matches your contact list to LinkedIn, Meta and Google, so ads reach named decision-makers at target accounts, not households.

• Creative production included. 5 ad variations per campaign, refreshed every 60 days. No separate video production required.

• Done-for-you execution. Hey Sid's team handles audience identification, campaign setup, optimisation, and reporting.

• Two-way HubSpot sync. Ad engagement flows into HubSpot, so sales sees which target accounts have seen the ads. Companies added to HubSpot flow into the ad audience automatically.

• GDPR-compliant by architecture. Built for European and Nordic markets.

Proof points:

• Mercuri International: 85% reduced ad spend. One of their biggest deals in a decade attributed to the Hey Sid campaign (client-reported)

• Devotion Ventures: 45+ qualified meetings in four months (client-reported)

• Risk Ident: 2.5x shorter sales cycles, 40% higher engagement, GDPR compliant (client-reported)

Strengths:

• Individual-level precision that standalone CTV cannot deliver

• No ad ops burden for lean marketing teams

• Multi-channel coordination amplifies CTV spend

• Proven results for European B2B companies with long sales cycles

Limitations:

• Not a CTV platform. Hey Sid does not sell streaming TV inventory, so pair it with a CTV platform from this list

• Not self-serve. All execution is managed by the Hey Sid team

• European and Nordic market focus. US-based teams should confirm coverage before proceeding

Best for: B2B companies with 20 to 100 employees, lean marketing teams, and long sales cycles in European and Nordic markets.

Book a demo: Hey Sid, Book a demo

#4 StackAdapt - Best Mid-Market DSP for B2B CTV

Type: AI-powered self-serve DSP

Channels: CTV, native, display, video, audio, in-game, DOOH

Pricing: Flexible; contact StackAdapt for current rates. CPM-based. More accessible than enterprise DSPs.

Best for: B2B marketing teams of 3 to 10 people with programmatic experience and multi-format campaign needs

Pricing may change. Always check the latest details on the vendor's website.

StackAdapt is G2's highest-rated DSP for customer satisfaction across six consecutive years, a distinction earned by mid-market B2B teams that find enterprise alternatives overpriced and over-engineered. Its CTV capability sits within a multi-format platform that also runs native, display, video, and audio, allowing coordinated campaigns without switching platforms.

Account-based targeting is available through CRM data uploads and firmographic audience matching. Ivy AI optimises delivery across all channels including CTV. Contextual AI targeting provides a cookie-free path for B2B teams operating in privacy-restricted markets. StackAdapt's pricing is generally more accessible than enterprise DSPs; contact them directly for current rates.

For a full comparison of StackAdapt in the B2B programmatic landscape, see Programmatic Advertising for B2B: The Complete Guide.

Strengths:

• Account-level B2B targeting through CRM uploads and firmographic data

• Multi-format from one platform: CTV, native, display, and audio in one campaign

• More accessible pricing than enterprise DSPs; contact StackAdapt directly to confirm current rates

• Top-rated for customer support and interface usability (G2)

Limitations:

• Account-level targeting only. No person-level or individual-based precision

• Requires in-house ad ops knowledge to operate campaigns

• No managed execution. Your team runs all campaigns directly

Best for: B2B marketing teams with 3 to 10 people, some programmatic experience, and meaningful programmatic budgets wanting CTV alongside native and display. Contact StackAdapt for current pricing.

#5 Amazon DSP - Best for Prime Video and Fire TV Inventory

Type: Demand-side platform (self-service or managed service)

Channels: Streaming TV, display, video, audio

Pricing: Not publicly disclosed

Best for: B2B teams that want CTV reach on Prime Video and Fire TV with Amazon's audience data

Pricing may change. Always check the latest details on the vendor's website.

Amazon DSP buys streaming TV ads on Amazon's own inventory, including Prime Video, Fire TV, Twitch and Thursday Night Football, plus thousands of third-party sites and apps. You do not need to sell on Amazon to use it. Teams choose between self-service and managed service, which gives a lean team a route in without its own ad ops.

For B2B, the strength is premium inventory at scale. Audiences are built from Amazon's shopping and streaming signals, so targeting is household and behaviour based, not account or person level.

Strengths:

• Direct access to Prime Video, Fire TV and Twitch streaming inventory

• Self-service and managed-service options

• Available to advertisers who do not sell on Amazon

Limitations:

• Account-level or person-level B2B targeting not stated in public product documentation

• Pricing not publicly disclosed

• Audience data is consumer-oriented, built for retail more than B2B buying committees

Best for: B2B brands with consumer-scale awareness goals that want Amazon's premium streaming inventory.

#6 Vibe.co - Best Low-Commitment Self-Serve CTV for B2B

Type: Self-serve CTV advertising platform Channels: Connected TV (500+ premium streaming channels including Hulu, Disney+, and ESPN)
Pricing: From $50/day. No annual contract.
Best for: Lean B2B teams adding a low-commitment CTV awareness layer beneath their person-level channels

Pricing may change. Always check the latest details on the vendor's website.

Vibe.co is another way into the CTV layer without an enterprise DSP's budget floor or a RevOps team to run it. Campaigns buy directly across more than 500 premium channels - including Hulu, Disney+, and ESPN - launch at $50 a day with no annual contract, and pair a team's own first-party audience data with lookalikes drawn from an ID graph covering more than 120 million households. Like any CTV buy, targeting runs at the household level, not the named individual, so it still works best as the awareness layer underneath whatever channel a team uses for person-level precision.

Key targeting: First-party audience segments plus lookalikes from an ID graph covering 120M+ households, matched at the household level. Results flow into the same measurement stack - including Triple Whale and Northbeam - used to track other paid channels, so CTV spend doesn't sit in a separate reporting silo.

Strengths:

• No enterprise DSP budget floor or RevOps team required

• Low commitment - launch at $50/day with no annual contract

• 500+ premium channels including Hulu, Disney+, and ESPN

• Integrates with existing measurement tools (Triple Whale, Northbeam), avoiding a reporting silo

Limitations:

• Household-level targeting only, not named-individual/person-level

• CTV is the sole channel. No LinkedIn, Meta, or display coordination within the platform

• Works best as an awareness layer, not a standalone pipeline driver

Best for: Lean B2B teams that want CTV in the mix at low commitment, running it as the awareness layer beneath a channel that handles person-level precision.

#7 Roku Ads Manager - Best Self-Serve Entry Point to Roku

Type: Self-serve CTV advertising platform

Channels: Connected TV on the Roku platform

Pricing: $500 minimum lifetime budget per campaign

Best for: Lean teams that want to test CTV with a small, fixed budget

Pricing may change. Always check the latest details on the vendor's website.

Roku Ads Manager is Roku's own self-serve tool for buying ads on the Roku platform. Roku reports that nearly half of all US TV streaming happens on a Roku device (Roku Advertising, citing Comscore). Every campaign needs a lifetime budget of $500 or more, and the platform paces that budget across the flight automatically.

For B2B, Roku Ads Manager is the cheapest confirmed way to run a real CTV test. Targeting is household-level, so treat it as an awareness test, not a pipeline channel.

Strengths:

• Low, published entry point: $500 per campaign

• Self-serve setup with automatic budget pacing

• Large share of US streaming households

Limitations:

• Inventory limited to the Roku platform

• Account-level or person-level B2B targeting not stated in public product documentation

• US-focused; European coverage not confirmed in public documentation

Best for: US B2B teams that want a low-cost CTV test before committing to a larger platform.

#8 Tatari - Best for Data-Driven TV and CTV Measurement

Type: Convergent TV advertising platform (self-serve and managed options)

Channels: Linear TV, connected TV, online video

Pricing: Custom, not publicly disclosed. Flexible minimums.

Best for: Brands running or testing both linear TV and CTV who need rigorous measurement of incremental impact

Pricing may change. Always check the latest details on the vendor's website.

Tatari won Ad Tech Innovation of the Year at the 2026 Convergent TV Awards, after Best CTV AdTech Platform at the 2025 MarTech Breakthrough Awards and Best Connected TV Platform at the 2024 Digiday Video & TV Awards (Tatari). The platform positions itself as a data and analytics company that makes TV advertising behave like digital: plan, buy, and measure across CTV and linear TV with the same rigour applied to programmatic display.

The buying model is flexible: Tatari offers both self-serve and managed service options. Managed clients get Tatari's team handling TV buying strategy, pilot campaigns, audience scaling, and attribution. The proprietary measurement methodology models incremental lift, including estimated website activity from audiences exposed to TV ads. This is modelled attribution rather than deterministic individual-level tracking. Line-item visibility into pricing and network costs provides transparency that most TV buying relationships do not.

Tatari's linear TV capability covers national and local broadcast and cable alongside streaming, making it relevant for B2B brands that want to reach decision-makers during business news programming alongside their streaming strategy.

Strengths:

• Award-winning three years running: Digiday (2024), MarTech Breakthrough (2025) and the Convergent TV Awards (2026)

• Rigorous incremental lift methodology across CTV and linear TV

• Both self-serve and managed options within one platform

• Covers linear and streaming TV from a single relationship

Limitations:

• Audience targeting is demographic and behavioural. Account-level or person-level B2B precision is not confirmed in public product documentation

• Not B2B-specific. The platform serves both consumer and B2B brands

• Custom pricing requires a direct conversation to get a quote

Best for: Brands with meaningful TV budgets that want managed or self-serve buying with rigorous incremental measurement across both linear and streaming TV.

#9 6sense - Best for Enterprise B2B ABM Teams Adding CTV

Type: B2B revenue intelligence platform with built-in DSP and CTV

Channels: CTV (launched Fall 2025), display

Pricing: Estimated $35,000 to $300,000+/year depending on configuration (via Vendr marketplace data)

Best for: Enterprise B2B companies with dedicated RevOps teams running full ABM programs

Pricing may change. Always check the latest details on the vendor's website.

6sense added CTV advertising to its Revenue AI platform in Fall 2025, extending its intent-driven B2B advertising into streaming TV. The platform delivers ads on premium streaming networks including ESPN, NBC, Fox, Roku, and Samsung, prioritising accounts that 6sense models as showing buying intent rather than broad demographic segments. Its Winter 2026 release expanded CTV inventory with premium streaming partners in EMEA and APAC.

6sense reports high video completion rates on its streaming inventory placements, which reflect the premium nature of the networks it accesses. Results vary by format and network. The same account intelligence and intent data that powers 6sense's demand generation tools drives CTV audience selection, connecting streaming exposure directly to pipeline intelligence.

The limitation is cost and complexity. 6sense is an enterprise platform priced and designed for organisations with dedicated RevOps teams. B2B companies with 20 to 100 employees will find the $35K+ starting price and multi-month implementation timeline (typically 3 to 6 months) difficult to justify given the operational overhead.

Strengths:

• Intent-driven CTV targeting: ads prioritise accounts modelled by 6sense as showing buying intent

• High completion rates on premium streaming placements (results vary by format and network)

• Native integration with 6sense account engagement data and predictive analytics

• Listed streaming networks include ESPN, NBC, Fox, Roku, and Samsung

Limitations:

• Enterprise pricing ($35K+ to $300K+/year) is out of reach for most mid-market B2B teams

• CTV launched in Fall 2025 and expanded to EMEA and APAC in Winter 2026, so it is still young within the platform

• 3 to 6 month implementation timeline before CTV campaigns go live

• Requires a dedicated RevOps team to operate and interpret intent data

Best for: Enterprise B2B companies ($100M+ revenue) with RevOps teams and existing 6sense usage who want to extend their ABM stack into CTV.

#10 Viant - Best for Household-Level CTV Measurement

Type: Omnichannel DSP

Channels: CTV, display, video, audio

Pricing: Custom, not publicly disclosed

Best for: Programmatic teams that want closed-loop measurement on CTV

Pricing may change. Always check the latest details on the vendor's website.

The Viant DSP buys CTV inventory through supply partners including FreeWheel, Discovery and WarnerMedia. Its Viant Household ID technology links CTV ad exposure at the household level to conversions on other devices, so you can see whether streaming impressions led to site visits (Viant). The platform is built to work without cookies.

Viant lists a B2B industry solution, but its public CTV documentation describes demographic, behavioural and contextual targeting, not account lists.

Strengths:

• Closed-loop measurement from CTV exposure to conversion

• Cookieless identity built on Viant Household ID

• Premium supply partners including FreeWheel and WarnerMedia

Limitations:

• Account-level or person-level B2B targeting not stated in public CTV documentation

• Pricing not publicly disclosed

• Self-serve vs managed options not stated on the CTV product page

Best for: Teams with programmatic experience that need CTV measurement more than B2B audience precision.

Full Feature Comparison

Pricing may change. Always check the latest details on the vendor's website.

Only one platform on this list targets named people. Eight target households or modelled audiences, and StackAdapt and 6sense work at the account level. Use the table to see where each one sits.

How Much Does CTV Advertising Cost in 2026?

Most CTV campaigns cost $20 to $40 per thousand impressions (CPM), within a wider $15 to $65 range, according to Mountain's TV advertising cost guide. Entry points run from $50 a day on Vibe.co and $500 per campaign on Roku Ads Manager to $35,000+ a year for 6sense. Budget for video creative on top.

Pricing may change. Always check the latest details on the vendor's website.

Creative is a separate cost. A 30-second ad costs $0 to $5,000 with DIY or AI tools and $3,000 to $15,000 with a local production team (Mountain). MNTN's QuickFrame AI and Hey Sid's managed service include creative. On the other platforms, you bring your own.

For a mid-size B2B brand: a 4 to 6 week test on Vibe.co or Roku Ads Manager costs a few thousand dollars in media. A programmatic CTV program on StackAdapt or The Trade Desk, run through an agency or in-house ad ops, needs a larger, ongoing budget. Ask each vendor for its current minimum before planning.

Self-Serve vs Managed CTV Platforms: Which Fits a Lean B2B Team?

For a B2B marketing team of 1 to 3 people, a managed service or a self-serve platform with built-in creative is usually the better fit. Self-serve DSPs give more control, but someone has to plan, launch, optimise and report every week. The question is who on your team will do that work.

Self-serve CTV platforms: your team runs the campaigns.

• MNTN (Mountain): self-serve, with QuickFrame AI for video creative

• Vibe.co: self-serve from $50/day

• Roku Ads Manager: self-serve from $500 per campaign

• StackAdapt: self-serve DSP for teams with programmatic experience

• The Trade Desk: self-serve DSP, usually run by an agency or in-house ad ops

Managed options: a vendor team runs the campaigns.

• Hey Sid: fully managed, person-level ads on LinkedIn, Meta, Google and the web, including creative

• Tatari: offers both self-serve and managed TV buying

• Amazon DSP: offers both self-service and managed service

• Rule of thumb: if nobody on your team can spend 3 to 5 hours a week on CTV, choose a managed option or a self-serve platform that includes creative.

Linear TV and CTV: Can You Buy Both on One Platform?

Yes. Tatari plans, buys and measures linear TV and CTV from one platform, with both self-serve and managed options. That is the simplest route for B2B brands that want broadcast reach and streaming precision in the same plan.

Linear TV costs less per thousand viewers but reaches a broad audience: cable runs around $10 to $25 CPM and broadcast around $15 to $50 CPM, compared with $20 to $40 for most CTV (Mountain). A 30-second national cable spot costs $1,000 to $150,000.

For B2B, linear TV makes sense for national brand campaigns and placements around business news. For reaching target accounts, CTV is the better fit. For the full comparison, see Connected TV vs Linear TV: Which Delivers Better Results for B2B in 2026?

Which CTV Platforms Integrate with HubSpot?

MNTN (Mountain) and 6sense integrate with HubSpot, and Hey Sid runs a two-way HubSpot sync. MNTN sends post-exposure data to HubSpot alongside Google Analytics and Tableau. 6sense connects to both HubSpot and Salesforce. Hey Sid pushes ad engagement into HubSpot and pulls new target companies from HubSpot into the ad audience automatically. The other platforms on this list connect through data partners or connectors, so check the setup with each vendor.

Decision Framework: Which Platform Fits Your B2B Situation?

Start with your team size and budget. Teams without ad ops should choose a managed service or a low-minimum self-serve platform. Enterprise teams with programmatic specialists get the most from a DSP.

The Case for Coordinating CTV with Person-Level B2B Advertising

CTV works best for B2B as the awareness layer, followed by ads that reach named buyers. It puts your brand in front of viewers during high-attention streaming moments. For B2B, that is valuable. A procurement director who has seen your brand on streaming TV three times in a month arrives at a LinkedIn touchpoint with a degree of existing familiarity that a cold contact does not carry.

But CTV has a structural B2B problem. It targets households. It cannot verify that the person watching during prime time is the specific buying committee member on your target list. For B2B companies with 50 to 200 named target accounts and buying committees of 6 to 10 stakeholders each, household-level reach means impressions land outside the buying group.

The platforms that produce the best B2B outcomes from connected TV advertising use it as a top-of-funnel awareness layer, then coordinate it with precision follow-up across channels where individual-level targeting is possible: LinkedIn, Meta, and account-based display. For a step-by-step look at how to run that coordination against a named account list, see our connected TV advertising for B2B ABM strategy guide.

That coordination separates connected TV advertising campaigns that contribute to pipeline from campaigns that produce impressions and nothing else. The right question is not "which CTV platform should I use?" The question is: "how does my CTV investment connect to the specific decision-makers I need to reach, and what follows after they see the ad?"

For B2B teams with limited resources and long sales cycles, platforms that handle both sides of that question produce the clearest returns. Standalone CTV is a starting point, not a complete B2B advertising strategy.

Read more: B2B Advertising: Channels, Strategy, and What Works in 2026 | Top Programmatic Advertising Platforms for B2B in 2026

Book a demo: Hey Sid, Book a demo

FAQ

What is connected TV advertising for B2B?

Connected TV (CTV) advertising places video ads on streaming platforms viewed on internet-connected televisions. For B2B, CTV is used primarily for brand awareness: reaching decision-makers during streaming sessions on services like Hulu, Peacock, and ESPN+. The challenge is that most CTV platforms target households or demographic segments, not specific job titles or named individuals. B2B teams typically pair CTV with account-based or person-level advertising on other channels to create a coordinated multi-touchpoint strategy across the full buying committee.

What are the top CTV DSPs?

The best-known CTV demand-side platforms (DSPs) are The Trade Desk, Amazon DSP, StackAdapt and Viant. The Trade Desk suits enterprise teams with programmatic specialists, Amazon DSP offers Prime Video and Fire TV inventory, and StackAdapt suits mid-market B2B teams.

CTV-focused platforms like MNTN (Mountain), Vibe.co and Roku Ads Manager are simpler to run but reach less inventory beyond streaming TV.

How much does connected TV advertising cost for B2B?

Most CTV campaigns cost $20 to $40 per thousand impressions, within a wider $15 to $65 range, according to Mountain's TV advertising cost guide. Entry points run from $50 a day on Vibe.co and $500 per campaign on Roku Ads Manager to around $35,000 a year for 6sense, based on Vendr marketplace data.

MNTN, StackAdapt, The Trade Desk, Amazon DSP and Viant do not publish minimums, and Hey Sid uses custom pricing for its managed service. Budget for video creative too, unless the platform includes it. Check current pricing with each vendor before committing.

Can you target specific companies with CTV ads?

Account-level CTV targeting is available through platforms like 6sense and StackAdapt, which use device graph and IP matching to identify households affiliated with target companies. True person-level CTV targeting, reaching a named individual on streaming TV, is not widely available through standalone CTV platforms. For B2B teams that need individual precision, pairing CTV awareness with person-level advertising on LinkedIn and Meta provides better coverage of specific buying committee members.

Do you need a video ad to run on CTV?

Yes. CTV requires video creative, typically 15 or 30 seconds. This is one of the main practical barriers for B2B teams that do not have in-house video production capacity. MNTN includes QuickFrame AI, which generates video ads from text in under an hour. Hey Sid includes ad creative for its LinkedIn, Meta and Google campaigns as part of its managed service. If you use a self-serve DSP like The Trade Desk or StackAdapt, video creative must be sourced separately before any CTV campaign can launch.

How long does it take to see results from B2B CTV advertising?

CTV is a brand awareness channel. For B2B, meaningful pipeline influence typically requires 60 to 90 days of coordinated exposure before CTV advertising registers on buying committee behaviour. Teams that measure CTV on direct response metrics alone will consistently undervalue it. The right measurement approach for B2B CTV tracks branded search lift, quality of website visits from target accounts, and pipeline movement at accounts that received sustained CTV exposure over a full campaign period.

Sources

• eMarketer, "US Connected TV Ad Spending Forecasts"

• MNTN, "B2B Connected TV Advertising"

• MNTN, "TV Advertising Costs in 2026"

• 6sense, "Fall 2025 Product Update"

• 6sense, "CTV for B2B: Reach Buyers Before They Build Their Shortlist"

• 6sense pricing, Vendr marketplace data

• StackAdapt, "Connected TV Statistics: Growth Stats and Trends in 2026"

• Tatari, "Product"

• Mountain, "TV Advertising Costs"

• Amazon Ads, "Amazon DSP"

• Roku Ads help, "Campaign budget and schedule"

• Roku Advertising

• Viant, "Connected TV"

• Vibe.co, "Roku Advertising Cost in 2026"

• PPC Land, "The Trade Desk's Q2 Kokai updates" (May 2026)

• 6sense, "Winter 2026 Release"

• Tatari, "Awards"

• Hey Sid, "Always On"

• Hey Sid, "How It Works"

• Hey Sid, "Case Studies"

CTV Hub: What Is Connected TV Advertising? A Complete Guide for B2B Marketers | How to Target Specific Companies with Connected TV Ads in 2026 | Connected TV vs Linear TV: Which Delivers Better Results for B2B in 2026?

Related: B2B Display Advertising: Channels, Targeting, and ROI Guide | IP Targeting for B2B: How It Works and When to Use It | B2B Advertising Channels, Strategy, and What Works