Connected TV advertising, curated for programmatic buyers
Premium CTV inventory packaged as deal IDs and delivered into the DSP you already use.
Supply built for performance
We test the supply path before you spend on it.
1,000+
curated PMPs
50M+
monthly shoppers in our data graph
4-5
SSPs tested per campaign
<5m
deal activation time
How connected TV advertising actually reaches your bidder
Connected TV advertising is video inventory on internet-connected television sets, transacted programmatically. Between the streaming publisher and your DSP seat sit several intermediaries, and most buyers cannot see them.
New to the channel? Start with what connected TV is and how it differs from linear.
1 Publishers
Streaming services, FAST channels, and AVOD platforms release inventory.
2 SSPs and exchanges
The same publisher appears across multiple exchanges at different prices and fees.
3 Curation
We aggregate, filter, and package it into one deal ID. This is where we sit.
4 Your DSP
Activate in Basis, The Trade Desk, or Amazon DSP. Nothing changes on your side.
Why connected TV advertising belongs in a performance plan
Full-screen, sound-on attention
Non-skippable placements on the largest screen in the house, with completion rates display cannot reach.
Household-level addressability
Target specific households with CRM segments, shopper intent, or third-party data instead of a demographic proxy.
Frequency you can cap
Fragmented buying produces duplicate exposure. Consolidated deals give you one place to control frequency across supply.
Less waste in the path
One CPG advertiser cut wasted spend 40% in a single quarter through supply path optimization.
Inventory you can name
Every deal lists its publishers, content categories, and supply path. You approve what runs before it runs.
No workflow change
Deals arrive as IDs in your existing seat. Your traders learn nothing new.
CTV ad targeting applied before the bid
We attach targeting at the deal level, so the audience is already filtered when the impression reaches your bidder.
Shopper intent
50M+ monthly shoppers in our graph, layered onto CTV supply to reach households actively in-market.
Content and show level
Deals built around live sports, local news, specific genres, or named publishers.
Geographic and vertical
DMA, congressional district, and precinct packaging for political. HCP and NPI level for healthcare.
The connected TV inventory we access
Direct publisher relationships including Pluto TV, Bloomberg, Dish, and CNBC, plus curated access across 10+ SSPs.
From brief to live delivery in under a week
Step 1 - Brief and KPI alignment
We start with the outcome: reach, incremental conversions, or a CAC target.
Step 2 - Supply selection
We test 4 to 5 SSPs to find the cleanest path to the inventory that fits the brief.
Step 3 - Deal construction
Inventory and audience data get packaged into a curated PMP with a deal ID.
Step 4 - Activation in your DSP
You load the ID into your existing seat and keep control of bidding and pacing.
Step 5 - Optimization in flight
We cull underperforming bundles and reshape the deal while the campaign runs.
Prove what the media actually did
CTV has no click, so measurement runs on delivery quality, exposure, and downstream outcomes.
Delivery quality
Completion rate, invalid traffic, CPM by publisher and by supply path.
Reach and frequency
Unique households, average frequency, and overlap across deals.
Outcomes
Attributed visits, conversions, and incrementality through your existing measurement partner.
Supply path reporting
Publisher-level and SSP-level breakouts, not a rolled-up total.
What moves a CTV CPM
We quote net CPMs with the fee structure stated separately. You see the media cost and the curation cost.
Inventory tier
Premium streaming and live sports price highest. FAST typically runs $10 to $15.
Content and daypart
Primetime, tentpoles, and political season compress supply and lift price.
Audience data
Every targeting layer narrows the pool and adds a data fee on top of media.
Deal type
Programmatic guaranteed prices above PMP, which prices above open exchange.
Supply path
Longer chains take fees at each stop. This is the cost most buyers cannot see.
Volume and flight
Committed budgets over longer flights earn better rates.
More on why the path matters: ad curation in programmatic advertising.
The Ultimate Guide to Connected TV
How CTV is bought, priced, and measured. Written for buyers who already work in a DSP.
We send the guide and nothing else unless you ask.
“We wouldn’t have gotten to where we are today without Splash Bay. They spent time understanding our supply challenges and where our inefficiencies were.”
Connected TV advertising FAQs
What is connected TV advertising?
Connected TV advertising is video advertising delivered to internet-connected television sets and bought programmatically. It covers smart TVs, streaming sticks, gaming consoles, and connected set-top boxes. The format is full-screen and non-skippable, and it transacts through the same DSP and SSP infrastructure as the rest of programmatic.
How is CTV different from OTT?
CTV describes the device: a television connected to the internet. OTT describes the delivery method: content streamed over the internet. All CTV is OTT, but OTT also includes phones, tablets, and desktops. Buyers who conflate the two often pay television CPMs for mobile impressions.
Do I need a new platform to buy through Splash Bay?
No. We deliver curated inventory as deal IDs into your existing DSP seat, including Basis, The Trade Desk, and Amazon DSP. Bidding, budgets, creative, and reporting stay where they are. Activation takes under five minutes once the package is agreed.
What is the minimum budget for a CTV campaign?
There is no single floor. Narrow geography and heavy data layering both require more budget to deliver meaningfully than a broad FAST buy. We will tell you on the first call whether your budget will deliver against your goal, or whether it will not.
How quickly can a deal go live?
Deal activation runs under five minutes once the package is agreed. The longer part is upstream: aligning on audience, testing supply paths across SSPs, and confirming publisher availability. First call to live delivery is typically under a week for a standard curated PMP.
Can you support political advertising?
Yes. We build state, DMA, congressional district, and precinct-level CTV packages with proprietary polling-based audience segments layered on. Political inventory tightens fast during a cycle, so we recommend locking supply earlier than you would for a commercial campaign.
How do you measure performance without clicks?
Measurement runs on delivery quality, reach and frequency, and downstream outcomes. We report completion rate, CPM by publisher and supply path, unique household reach, and frequency distribution. Outcome measurement runs through your existing attribution or incrementality partner.
More on connected TV
Talk to us about your CTV buy
Tell us the audience, the budget, and the outcome. We will tell you what supply fits and what it should cost. If we are not the right partner, we will say so.