Connected TV advertising for brands that earn their place.
Premium connected TV (CTV), live sports, and online video, curated around one business goal. Test connected TV advertising alongside search and social, then scale what works.
- MEDIA TICKERS
- Example data · not live
Why brands add connected TV advertising to search and social
Meta and Google work for many brands and retailers. When returns soften, connected TV advertising for brands has to prove itself against three outcomes.
Find new customers
Reach households beyond the audiences you already retarget.
Build consideration
Make your brand part of the decision before the search happens.
Measure added sales
Assess the impact online and in-store against an agreed baseline.
Better buying economics. More control.
Upfront-level CPMs
Reach your audience in premium media through direct publisher relationships, exchange access, and curated supply.
The full cost, upfront
See every line behind the plan before you commit.
- + Media CPM
- + Platform fees
- + Agreed curation and support
Your Deal IDs. Your supply paths.
Bring curation to your team without building the infrastructure yourself. Your brand stays in control of its supply strategy.
What makes up your programmatic dollar
Illustrative, not to scale
Media CPM
Platform fees
Curation + support
Every layer is shown and agreed before launch, then measured against the result your brand needs.
Where your connected TV advertising runs
Start with CTV or build a broader mix. Every channel is curated for your brief and activated in the DSP you already use.
Connected TV
Curated streaming environments that put your brand in the living room
Live Sports
True live in-game, live and shoulder programming, and high-attention mobile.
Online video
Premium video beyond the TV screen, curated for each campaign.
Display, mobile + native
Stay in the picture across everyday browsing, with native ads that fit the surrounding content.
Audience Curation
Bring shopper intent and audience strategy into the deal itself.
Supply path optimization
Premium connected TV publishers, in plain view
See the supply behind your deal, including inventory that can be obscured inside broader bundles. Your brand runs across recognizable publishers and platforms.
Publisher or platform
Type
Access
HBO / Warner Bros. Discovery
Premium networks and streaming
NBC / Peacock
Paramount
Pluto TV
Plex
Samsung
Vizio
Netflix, YouTube TV, Disney / Hulu, Amazon
Access subject to availability and approval. No B.S.: we flag closed ecosystems before you plan around them.
We build Deal IDs that work
Built for the environment where they run
The same publisher can behave very differently depending on the exchange and DSP combination. We test and structure each deal around the targeting, publishers, pricing, and supply paths that perform best where it will actually run.
Managed once spend begins
We do not hand over a Deal ID and walk away. Supply-side data lets us remove bundles and supply paths that are not responding, underperforming, or priced too high before they waste budget.
Two ways to run connected TV for your clients
Direct curation
Managed support
Who buys
Your in-house or agency team, in an agreed DSP
Our team, through coordinated buying
Media planning
Your team, with Splashbay shaping supply and targeting
Agreed before launch
Inventory and commercial terms
Activation route, reporting, costs, and support
Best for
Brands with a DSP seat and a trading team
Brands that want hands-on planning and buying
Works with the DSPs and exchanges you already use
Different briefs.One hands-on approach.
Premium streaming. Smarter economics.
A large-scale streaming and CTV strategy reaching value-conscious households, adults 25 to 54, and multicultural audiences, supported by Spanish-language programming.
Direct SSP connections secured high-value inventory at significantly lower rates.
From new-show buzz to viewing intent.
An online video campaign for a new show launch, activated through a crime and entertainment PMP to drive site visitors and show watchers.
Measured on cost per completed view, with click-through and completion rates tracked alongside.
Shopping intent. Mobile momentum.
Retail intent data applied across multiple exchanges to reach mobile users showing relevant big-box shopping intent.
Strong delivery against campaign KPIs supported substantial client campaign spend.
Four products. One operating toolkit.
Discover your mix. Shape your brief.
An interactive planner for building your connected TV mix, then handing it to our team to activate.
- Choose the mix: CTV and video, live sports, or omnichannel.
- Shape the brief: audience, market, DSP, and planning budget.
- Connect with our team: inventory confirmation and live Deal IDs.
A little less chaos. A lot more control.
The operating system for ad curation. Reporting, deals, clients, and economics in one place.
- Unified reporting across your SSPs in one view.
- Deal operations without jumping between exchange dashboards.
- Alerts and monitoring so issues surface before they cost budget.
The feedback loop CTV has been missing.
A custom model for each campaign, or across campaigns, that uses client performance to improve the supply you buy.
- Client performance: demand signals via The Trade Desk.
- Custom campaign model: goals, audiences, brand safety, and supply paths.
- Supply and activation: inventory paths, publisher deals, and Deal IDs.
AI is the multiplier.
AI is not the company. It puts better signals behind the people running your campaigns.
- In workflow: agents review alerts and flag PMPs needing action.
- In planning: natural-language RFP in, curated CTV packages out.
- In optimization: supply quality scoring that supports margin and pricing decisions.
Connected TV advertising for brands: FAQs
How does connected TV advertising for brands tie to business goals?
Start with awareness, qualified visits, purchases, or another agreed KPI. We set a baseline for sales and new customers, design the test with a budget and comparison, then measure the added lift online and in-store before deciding to scale, refine, or pause.
Which connected TV publishers can brands access?
We work across publishers and platforms including HBO / Warner Bros. Discovery properties, NBC / Peacock, Paramount, Pluto TV, Plex, Samsung, and Vizio, subject to availability. Closed ecosystems such as Netflix, YouTube TV, Disney / Hulu, and Amazon can be harder to access at scale.
Can we buy directly or use managed support?
Both. With direct curation, your in-house or agency team activates curated Deal IDs in an agreed DSP and keeps control of buying. With managed support, our team takes on media planning and coordinated buying. Either way, the activation route, reporting, costs, and support are agreed before launch.
What happens after the Deal ID goes live?
We keep managing it. Supply-side data shows which bundles and supply paths are not responding, underperforming, or priced too high, and we remove them before they waste budget. The goal is a cleaner bidstream, stronger delivery, and efficient CPMs without giving up quality or scale.
Is the goal simply a lower CPM?
No. Price matters, but a cheap impression that reaches the wrong household or sits on a weak supply path costs more in the end. We balance media quality, audience relevance, and complete buying costs against the business outcome your brand needs.