CTV ad spend hits $42 billion in 2026 — growing 22% YoY. Best CTV Connected TV Advertising Platforms; Compare Roku Ads, Samsung Ads, and programmatic CTV DSPs on audience targeting, measurement, and CPM benchmarks for brand and performance campaigns.
Best CTV Connected TV Advertising Platforms in 2026: Reach Cord-Cutters Where They Actually Watch
Here’s the 2026 playbook you asked for: CTV spend at $42B globally (U.S. ~$33.5B), Best CTV Connected TV Advertising Platforms; and a clear comparison of Roku Ads vs Samsung Ads vs programmatic CTV DSPs—broken out by targeting, measurement, and CPM expectations for brand and performance campaigns.
High-level takeaways (TL;DR)
- Market momentum: Global CTV ad spend is on track for about $42 billion in 2026, with the U.S. at roughly $33.5B (up ~28% YoY). Growth is still double-digits as linear keeps shifting to streaming.
- Roku Ads: Best for self-serve, reach across the largest U.S. streaming household base, strong outcomes-based measurement (pixels, CAPI, iSpot Outcomes at Scale), and new data packages via Roku Curate that tie streaming to purchase data.
- Samsung Ads: Best for ACR-powered deterministic TV data, cross-screen linear+streaming measurement, and the new “Performance TV” stack with shoppable CTV (including an Amazon DSP integration).
- Programmatic CTV DSPs (e.g., The Trade Desk, DV360, Amazon DSP): Best when you need multi-publisher, cross-channel orchestration, unified identity (UID2), and granular control over frequency and outcomes across many CTV apps and devices.
- CPM benchmarks (directional, 2025–26): Plan for:
- Broad/FAST: roughly $15–$25 CPM.
- Standard CTV: ~$20–$40 CPM; $25 is a common SMB benchmark.
- Premium (sports, top-tier originals, marquee home-screen units): often $40–$65+ CPM. Platform-direct buys (Roku/Samsung) can land in the mid-$20s–$60+ depending on targeting and placement.
- For brand campaigns: prioritize Roku or Samsung for their TV-scale, brand-safe environments and outcomes-based lift studies; Best CTV Connected TV Advertising Platforms; use DSPs for cross-publisher reach/frequency.
- For performance campaigns: lean into Roku Curate (purchase-data audiences), Samsung Performance TV (shoppable/interactive), and DSPs with identity and closed-loop integrations (Amazon DSP, TTD retail data).
Quick comparison: Roku Ads vs. Samsung Ads vs. programmatic CTV DSPs
| Dimension | Roku Ads | Samsung Ads | Programmatic CTV DSPs (e.g., The Trade Desk, DV360, Amazon DSP) |
|---|---|---|---|
| Inventory & scale | Largest U.S. streaming platform footprint; access across Roku OS and The Roku Channel; both direct and programmatic (via Roku Exchange). | Samsung TV Plus (100M+ MAUs globally) and ACR-driven inventory across Samsung Smart TVs; available via managed service and programmatic (incl. Amazon DSP integration). mediapost | Aggregated CTV across hundreds of apps/publishers and devices (smart TVs, streaming sticks, consoles). Access to premium and FAST inventory, plus direct integrations into some walled gardens (e.g., YouTube, Prime Video, Samsung TV Plus via Amazon DSP). |
| Audience targeting | First-party streaming behaviors, content cohorts, and now Roku Curate bundles that combine Roku data with purchase data from retail partners (Instacart, Kroger, Fetch, etc.) for closed-loop segments and optimization. Pixels + CAPI enable site/app retargeting and custom audiences. | Proprietary ACR provides deterministic, glass-level viewing data from linear, OTT, STB, and gaming for custom audiences and linear-extension targeting (find light TV viewers/cord-cutters). Data is exclusive to Samsung for custom targeting/measurement. | DSPs layer third-party data, retailer data, and identity graphs (UID2) on top of publisher signals. They support granular audience targeting, retargeting across CTV/mobile/desktop, and lookalikes. AI bidding (e.g., TTD’s Koa) prioritizes light TV viewers and optimizes to outcomes. |
| Measurement & outcomes | Roku Ads Manager supports pixels and Conversions API for down-funnel events (visits, sign-ups, purchases). Partnerships with third parties (e.g., iSpot’s Outcomes at Scale) enable outcomes-based targeting and ROI measurement. Roku Curate packages include closed-loop sales measurement from retail partners. | ACR data powers unified measurement across linear and streaming; can blend exposure data with client or third-party conversion data for attribution. 2026 “Performance TV” adds shoppable formats and new Creative Canvas options; Amazon DSP integration brings Amazon Marketing Cloud measurement for Samsung TV Plus buys. | Unified, cross-publisher measurement: GRPs/reach/frequency plus digital events and sales; many integrate with MMPs and clean rooms (e.g., Amazon Marketing Cloud, retail data partners). Frequency control across apps/devices; identity solutions (UID2) improve cross-channel attribution. |
| CPM ballpark | Industry reports and 2025 estimates: commonly $20–$60, with simple/broad buys closer to $20 and premium/home-screen placements toward $60. | As a large OEM with FAST and premium inventory, Samsung’s effective CPMs generally fall in the same bands as other premium CTV ($20–$40+), with premium placements and rich formats higher. No public rate card; pricing is dynamic. | Typically $20–$40 for broad buys; premium PMP/direct deals can push into $40–$65+. DSPs also give you access to lower-cost FAST inventory for performance. |
| Best for | • Self-serve entry with low minimums (Roku suggests you can start at ~$500) • Large-scale reach in the U.S. • Performance campaigns that want purchase-based audiences and closed-loop measurement via Roku Curate. | • Advertisers needing ACR-level linear+streaming measurement and household-level insights • Shoppable/interactive formats on big screens (Performance TV, Amazon integration) | • Cross-publisher reach & frequency management • Omnichannel campaigns (CTV + mobile/desktop/DOOH) • Sophisticated identity and data-driven optimization |
Visual decision guide (how to choose)
Best CTV Connected TV Advertising Platforms; This flow shows how to think about picking your CTV path in 2026:
Market context: CTV spend and cord-cutters in 2026
- Global CTV ad spend is about $42B in 2026, projected to rise toward ~$58B by 2028. The U.S. alone accounts for an estimated $33.5B in 2026 (up ~28% YoY).
- Streaming now accounts for the majority of TV time in many markets; roughly 82% of U.S. households use at least one streaming service. Cord-cutters and “cord-nevers” are best reached via CTV, not linear.
- IAB’s digital video forecast shows CTV remains a growth engine, though rates are normalizing from the pandemic surge; Best CTV Connected TV Advertising Platforms; advertisers increasingly demand performance outcomes, not just reach.
- Upfront dynamics are shifting: CTV upfronts are overtaking primetime linear for the first time, and sports/live events command some of the highest CTV CPMs.
Platform 1: Roku Ads
Inventory and scale
- Roku reaches more than 90 million U.S. streaming households, making it a dominant gateway to CTV audiences.
- Inventory includes:
- In-stream video across apps on the Roku OS.
- The Roku Channel (ad-supported).
- Home-screen placements (Marquee, Showrooms), screensavers (Roku City), and interactive units.
- Roku Exchange enables programmatic buying for DSPs, but you can also buy directly via Roku Ads Manager and Roku Curate bundles.
Audience targeting
- First-party data from the Roku platform: content consumption, search within Roku, and streaming behaviors.
- Roku Curate (2026) bundles Roku data with purchase data from partners like Best Buy Ads, Criteo, Fandango, Fetch, Instacart, and Kroger. This enables:
- Purchase-based audience segments.
- Closed-loop measurement from impression to purchase.
- Simplified workflows that count toward upfront commitments.
- Performance targeting: via Roku Pixel and Conversions API (CAPI) advertisers can pass website/app events (visits, sign-ups, purchases) to:
- Build custom audiences.
- Optimize delivery toward households likely to convert.
Measurement and outcomes
- Roku Ads Manager supports:
- Pixel-based tracking for site and app events.
- Server-side Conversions API (CAPI) for more accurate, cookie-resistant measurement and consolidated insights across touchpoints.
- Third-party outcomes: In 2026, Roku became the first major streamer to adopt iSpot’s Outcomes at Scale, enabling advertisers to use iSpot-attributed outcomes (e.g., site visits, leads) to adjust targeting and creative on Roku. Early tests showed material lifts (e.g., SimpliSafe saw +23% leads, +31% site visits).
- Through Roku Curate, several partners provide closed-loop sales measurement, allowing you to measure and attribute actual in-store and online purchases.
CPM and budgeting
- Roku uses CPM pricing with dynamic auctions; you can set max bid CPMs.
- Self-serve entry: Roku says you can get started with as little as ~$500 in total budget for a first campaign.
- External 2025 cost estimates:
- CPM range: about $20–$60, varying by targeting, placement, and format.
- Average benchmark cited: ~$30 CPM.
- Expect 2026 CPMs to be directionally similar, with premium home-screen placements and high-demand content at the high end and standard in-stream video closer to the mid-$20s–$30s.
When Roku is a great fit
- You want self-serve access to TV-scale reach without big upfronts.
- You care about tying CTV to retail/purchase outcomes via Roku Curate (e.g., retail/eComm, CPG, telco).
- Brand campaigns that want outcomes-based measurement and lift studies on top of reach.
Gotchas and watch-outs
- Most of Roku’s data advantage is within its own ecosystem; for cross-publisher frequency, you’ll still want a DSP or a complementary buy.
- Premium placements and tight audience segments will push CPMs higher; keep maximum bids in line with your CPA targets.
Platform 2: Samsung Ads
Inventory and scale
- Samsung TV Plus, Samsung’s free ad-supported streaming TV (FAST) service, has more than 100 million monthly active users globally as of early 2026 and is a central plank of Samsung’s CTV offering.
- Samsung Ads inventory spans Samsung TV Plus and across Samsung Smart TVs, available via managed service and programmatic (including a new Amazon DSP integration that lets marketers buy Samsung TV Plus inventory through Amazon DSP). mediapost
Audience targeting
- Powered by proprietary Automatic Content Recognition (ACR) at the glass level, delivering deterministic content consumption insights from linear TV, OTT, set-top boxes, and gaming environments. Best CTV Connected TV Advertising Platforms; This data is used for targeting, measurement, and optimization.
- ACR enables:
- Linear extension: reach light TV viewers or cord-cutters not exposed enough on linear.
- Custom audiences built from real viewing behaviors across inputs and apps.
- Retargeting based on linear and streaming exposures.
Measurement and outcomes
- Samsung’s ACR data is used for unified measurement: Best CTV Connected TV Advertising Platforms; you can combine ad exposure with client conversion data or third-party data (site visits, sign-ups, offline sales, location visits) to quantify linear and streaming contributions to conversions.
- In 2026, Samsung launched “Performance TV,” a full-funnel platform with AI-powered ad products and shoppable innovation:
- Integration with Amazon Ads brings Amazon’s remote-enabled Interactive Video Ad (IVA) technology to Samsung TV Plus. Viewers can “Add to Cart” (for brands selling on Amazon) or take actions like “Send to Phone” and “Sign Up Today,” moving TV beyond pure reach.
- The Amazon DSP integration means advertisers can use Amazon Marketing Cloud for robust measurement and insights across the funnel for Samsung TV Plus buys.
- Samsung Ads is also expanding Creative Canvas (product galleries, vertical video, click-to-email) to drive participation and deeper engagement.
CPM and budgeting
- Samsung does not publish a public CPM rate card. Expect ranges in line with broader premium CTV:
- Standard buys: generally $20–$40 CPM (tiered by content and targeting).
- Premium/live sports and rich interactive formats: can push above $40, especially during tentpole moments.
- Budget thresholds and specific CPMs are typically provided by Samsung’s sales team or via programmatic deals.
When Samsung is a great fit
- You need ACR-grade, deterministic insights into what households watch across both linear and streaming—especially for TV-heavy categories (auto, QSR, retail, entertainment).
- You want shoppable or interactive TV experiences (e.g., remote-driven calls-to-action) with clear engagement and lower-funnel measurement.
- You’re already using Amazon DSP and want integrated buying/measurement for Samsung TV Plus.
Gotchas and watch-outs
- ACR data is powerful but limited to Samsung households; ensure the coverage aligns with your target geography and segment.
- Shoppable features and advanced formats may require creative adaptation and additional technical setup.
Platform 3: Programmatic CTV DSPs (The Trade Desk, DV360, Amazon DSP, etc.)
Inventory and scale
- DSPs aggregate inventory from hundreds of publishers and apps, including major FAST and ad-supported tiers, plus premium slots from many networks and streamers. Best CTV Connected TV Advertising Platforms; The Trade Desk alone claims to reach 185+ million CTV households worldwide.
- Inventory types:
- Open exchange and PMPs.
- Programmatic guaranteed/direct deals.
- Integrations with walled gardens (e.g., Amazon DSP can buy Samsung TV Plus and Prime Video; DV360 with YouTube).
Audience targeting
- Combine first-party data, third-party audience segments, and retailer data (via Retail Data partnerships) to build audiences.
- Identity solutions: The Trade Desk promotes UID2 as an open, cross-channel identifier that improves people-based targeting and measurement as cookies phase out.
- Frequency management: control frequency across networks, channels, and devices to improve efficiency and viewer experience.
- AI optimization (e.g., TTD’s Koa) can prioritize spend toward light TV viewers and cord-cutters to extend incremental reach beyond linear.
Measurement and outcomes
- Unified measurement across publishers: Best CTV Connected TV Advertising Platforms; GRPs, reach/frequency, and digital KPIs (site visits, conversions, sales).
- Integration with clean rooms and measurement partners:
- Amazon Marketing Cloud for full-funnel measurement on Amazon DSP buys (including Samsung TV Plus via integration).
- Retail data networks and measurement partners for offline sales attribution.
- Cross-channel attribution: measure CTV’s contribution to paths that include mobile, desktop, and even DOOH.
CPM and budgeting
- Programmatic CTV CPMs typically range from $20–$40, with $25 a common benchmark for many buys; Best CTV Connected TV Advertising Platforms; premium PMPs and top-tier content often exceed $40, while FAST channels can fall below $20.
- DSPs add a platform fee (e.g., The Trade Desk’s take rate is commonly 15–20% of spend depending on size/commitment).
- Minimum spend: often in the low five figures per quarter for managed accounts, though some self-serve options exist.
When a DSP is the right core
- You need to coordinate CTV with other channels (display, mobile, audio, DOOH) and want a single budgeting, frequency, and measurement hub.
- You care about identity (UID2) and want consistent measurement across many publishers and walled gardens.
- You’re running performance campaigns that require heavy retargeting, lookalikes, and dynamic creative optimization.
Gotchas and watch-outs
- Inventory quality varies: use supply path optimization, brand-safety filters, and trusted publishers to avoid low-quality impressions.
- Data fees and DSP margin can add ~15–25% on top of media CPMs; factor those into your performance targets.
CPM benchmarks for brand vs. performance campaigns (2026)
Best CTV Connected TV Advertising Platforms; Use these as planning ranges, not guarantees. Actual CPMs depend on country, category, targeting, seasonality, and deal type.
- Brand campaigns (broad reach, premium contexts):
- Standard CTV: $25–$40 CPM.
- Premium (live sports, tentpole events, top-tier originals): $40–$65+ CPM.
- Consider Roku or Samsung direct for premium environments and upfront guarantees; use DSPs for incremental reach and frequency caps.
- Performance campaigns (conversions, sign-ups, purchases):
- Focus on audiences and measurable outcomes; CPMs often $20–$40, with FAST channels sometimes sub-$20.
- Use Roku Curate, Samsung Performance TV, and Amazon/TTD retail integrations for closed-loop measurement; Best CTV Connected TV Advertising Platforms; optimize toward CPA/ROAS, not just CPM.
- Self-serve entry (Roku) and performance-optimized buying (MNTN, DSPs) allow you to test creatives and audiences with modest budgets, then scale winning combos.
- General CTV CPM expectations (cross-platform):
- $20–$40 is the normal band; $25 is a common small-business benchmark.
- Above $40 typically signals premium or highly targeted inventory.
- Below $20 is often FAST or broader remnant inventory.
Practical recommendations by scenario
- You’re a brand wanting mass reach and measurable brand lift:
- Start with Roku Ads (or Samsung) for TV-scale, brand-safe environments.
- Add a DSP buy to extend reach across other streamers and manage frequency.
- Use iSpot (on Roku) and/or other third-party lift studies for brand lift and outcomes measurement.
- You’re a DTC or eComm brand driving purchases:
- Use Roku Curate with retail partners (Instacart, Fetch, Kroger, etc.) for purchase-based audiences and closed-loop measurement.
- Complement with Amazon DSP for access to Samsung TV Plus and Prime Video audiences, plus Amazon’s rich shopping signals.
- Set up pixels/CAPI with Roku and measurement tags with Samsung/Amazon to track site visits and purchases; optimize toward CPA/ROAS.
- You’re a retailer or CPG needing in-store sales measurement:
- Roku Curate offers several retail partners with closed-loop in-store and online attribution.
- Samsung’s ACR data can attribute TV exposure to offline conversions when combined with retailer or third-party data.
- Use DSPs with retail data networks (e.g., via TTD or DV360 integrations) to extend campaigns beyond Roku/Samsung inventories.
- You’re an agency managing a big omnichannel mix:
- Centralize cross-channel planning/buying in a DSP (TTD, DV360, Amazon DSP) for unified frequency and measurement.
- Layer in direct Roku/Samsung buys for high-impact, curated deals and outcomes-based packages (Roku Curate, Samsung Performance TV).
- Use UID2 and/or AMC-based measurement for consistent identity and cross-device attribution.
2026 checklist: what to ask before you buy
- Audience and data:
- Can I bring my first-party data for targeting and measurement?
- Are there closed-loop measurement options with my retail or data partners?
- How are you handling identity in a cookieless world (UID2, AMC, proprietary IDs)?
- Measurement:
- What metrics are native (impressions, VCR, GRPs, reach/frequency) versus integrations required?
- Can I measure site visits, sign-ups, and purchases? How is attribution modeled (last-touch, data-driven, etc.)?
- Do you support third-party lift partners and outcomes-based metrics (e.g., iSpot)?
- Pricing and buying:
- Is buying CPM-based with dynamic auctions? Are there fixed-price options (e.g., Curate packages, direct deals)?
- What’s the typical CPM range for my target segment and inventory type?
- Are there platform/data fees on top of media CPMs?
- Creative and formats:
- What interactive/shoppable formats are supported (especially on Samsung and via Amazon DSP)?
- Can I repurpose existing creative, or do I need TV-grade spots?
- Are there creative best practices or tools (e.g., Roku’s recommendation to repurpose social creative; Samsung Creative Canvas)?
Best CTV Connected TV Advertising Platforms; If you share your category, primary market (U.S. vs. global), and whether you’re prioritizing brand vs. performance, I can sketch a recommended platform mix and sample budget allocation for 2026.
