Choosing a CTV platform can be overwhelming. There are DSPs, walled gardens, specialized CTV platforms, and device manufacturers all offering ways to buy streaming inventory. Here’s how to make sense of it.
Types of CTV Buying Platforms
CTV platforms fall into three main categories:
Demand-Side Platforms (DSPs)
General-purpose programmatic buying platforms that access CTV inventory alongside other digital media. You bid on impressions across multiple publishers through a single interface.
Specialized CTV Platforms
Platforms built specifically for streaming TV advertising, often with enhanced creative tools, measurement, and performance optimization for video.
Walled Gardens
Publisher-owned platforms where you buy directly from the content owner. Less cross-platform reach, but guaranteed access to specific inventory.
Major DSPs for CTV
The Trade Desk The largest independent DSP and a dominant player in CTV. Offers broad inventory access, sophisticated targeting, and strong measurement. Popular with agencies and larger advertisers.
Amazon DSP Amazon’s demand-side platform with unique access to Amazon shopping data and Fire TV inventory. Particularly valuable if your audience overlaps with Amazon purchase behavior.
Google Display & Video 360 (DV360) Google’s enterprise DSP, part of the Google Marketing Platform. Access to YouTube CTV inventory plus broader programmatic supply.
Xandr (Microsoft) Microsoft’s advertising platform with CTV capabilities. Less dominant in streaming but viable for certain use cases.
Yahoo DSP Offers CTV buying with competitive pricing and reasonable scale.
Specialized CTV Platforms
MNTN Positions itself as a “performance CTV” platform with emphasis on attribution and measurement. Offers 100+ KPIs, creative services, and a focus on proving ROI. Popular with direct-response advertisers including law firms.
Roku OneView Roku’s own DSP with privileged access to Roku data and inventory, plus ability to buy off-Roku CTV programmatically.
Vizio Ads Advertising platform from TV manufacturer Vizio with ACR (Automatic Content Recognition) data from Vizio smart TVs.
Samsung Ads Samsung’s advertising offering with access to Samsung smart TV inventory and ACR data.
Walled Gardens (Direct Publishers)
Hulu/Disney Buy directly through Disney advertising sales. Premium inventory, higher minimums, guaranteed placements on Hulu and Disney+ ad-supported tiers.
Roku Direct deals for Roku Channel and Roku platform inventory. Higher commitment than programmatic but guaranteed access.
YouTube/YouTube TV Access YouTube’s CTV inventory and YouTube TV through Google’s platforms. Strong reach but different audience than traditional streaming.
Peacock NBCUniversal’s direct advertising offering for Peacock inventory.
Paramount+ Direct buying for Paramount streaming properties.
Self-Serve vs Managed Service
A key decision: Do you run campaigns yourself or have someone manage them?
Option A
Option B
For most law firms: Managed service makes sense, at least initially. CTV campaign management is specialized work. The management fee is usually worth the expertise.
DSP vs Direct: Pros and Cons
| Factor | DSP (Programmatic) | Direct (Publisher) |
|---|---|---|
| Reach | Multiple publishers | Single publisher |
| Targeting | Advanced, unified | Publisher-specific |
| Frequency capping | Cross-platform | Platform only |
| Minimums | More flexible | Often higher |
| Guarantees | Less certain | Guaranteed placements |
| Pricing | Competitive bidding | Fixed/negotiated |
For most law firms, programmatic DSP buying offers better flexibility and efficiency. Direct deals make sense for firms with larger budgets who want guaranteed presence on specific platforms.
Which Platform for Law Firms?
If you’re new to CTV: Work with an agency or managed service provider who uses major DSPs (Trade Desk, MNTN, or similar). Focus on learning what works before worrying about platform selection.
If you have $10K-$25K/month: A performance-focused platform like MNTN or agency-managed Trade Desk campaigns make sense. Prioritize measurement and attribution.
If you have $50K+/month: Consider a mix of programmatic (for efficiency and reach) plus direct publisher deals (for guaranteed premium inventory) on platforms like Hulu.
If you want simplicity: Platforms like MNTN that combine buying, creative, and measurement in one place reduce complexity versus piecing together multiple tools.
The Bottom Line
CTV platforms vary widely in approach, pricing, and capabilities. The “best” platform depends on your budget, goals, and whether you want hands-on control or managed service.
For most law firms starting with CTV, the path is:
- Partner with an agency or managed service
- Use established DSPs or specialized CTV platforms
- Focus on measurement and ROI
- Expand to direct publisher deals as budget allows
The platform matters less than the strategy, targeting, and creative. Get those right, and most major platforms will deliver results.