Quick answer
The best OTT advertising platform depends on how you want to buy:
- Buy across many streaming services at once: The Trade Desk, Google Display & Video 360 or Amazon DSP.
- Buy premium inventory directly from a publisher: Netflix, Amazon Prime Video, Disney Advertising or Tubi.
- Self-serve TV ads for performance marketers: Roku Ads Manager or MNTN.
- Reach viewers through the TV itself: Samsung Ads or Vizio, now part of Walmart Connect.
Many brands start with one self-serve or programmatic option and add direct publisher deals later.
What OTT advertising is
OTT, or "over-the-top," advertising means ads delivered through streaming services that reach viewers over the internet instead of through cable or satellite. CTV, or connected TV, refers specifically to the TV screen, such as a smart TV, streaming stick or game console. In practice, most OTT ad budgets run on CTV, and the two terms are often used interchangeably.
Streaming is now the largest part of TV viewing in the US. According to Nielsen data for May 2026, reported by Advanced Television, streaming accounted for 48.6% of all TV watch time, and YouTube alone accounted for a record 13.8%. Ad budgets are following. The IAB's 2026 Outlook Study projects US CTV ad spend to grow 13.8% in 2026, up from 11.4% growth in 2025.
How to choose an OTT ad platform
- Goal: Awareness favors premium, high-reach publishers. Performance favors platforms with strong conversion tracking.
- Buying model: Self-serve tools launch fastest. Programmatic DSPs reach many publishers at once. Direct deals give the most control but need larger budgets.
- Data: Check what first-party data each platform offers, such as shopping data on Amazon or viewing data on Roku.
- Measurement: Ask how the platform proves results, whether through lift studies, site visits or sales.
10 OTT advertising platforms to consider in 2026
1. Amazon DSP and Prime Video ads
Best for: brands that want premium streaming reach tied to shopping data.
Amazon said at its May 2025 upfront that Prime Video's ad-supported audience reached more than 130 million US customers per month. Through Amazon DSP, advertisers can buy Prime Video along with other streaming publishers, and Amazon's Complete TV tool is built to plan and measure streaming TV buys in one place. Amazon also offers interactive and pause ad formats on Prime Video.
2. The Trade Desk
Best for: agencies and brands buying CTV programmatically across many publishers.
The Trade Desk is an independent demand-side platform (DSP), which means it does not own the content it sells. CTV is one of its core channels, and it is one of the DSPs through which advertisers can buy Netflix inventory, according to coverage of Netflix's May 2026 upfront by PPC Land.
3. Google Display & Video 360 and YouTube
Best for: brands already using Google's ad stack, and those that want YouTube on the TV screen.
Display & Video 360 is Google's enterprise DSP, and it can buy third-party streaming inventory, including Netflix. Google Ads and DV360 can also place YouTube ads on connected TVs. That matters because YouTube is the single largest distributor of TV viewing time in the US, according to Nielsen's May 2026 data.
4. Netflix Ads Suite
Best for: large brands that want premium, high-attention inventory.
At its May 13, 2026, upfront, Netflix said its ad-supported plan reaches more than 250 million monthly active viewers worldwide. It runs its own ad platform, Netflix Ads Suite, which launched in the US in April 2025. Advertisers can also buy Netflix programmatically through The Trade Desk, Google DV360, Microsoft, Yahoo DSP and Amazon DSP.
5. Roku Ads Manager
Best for: small and mid-size performance marketers trying CTV for the first time.
Roku launched Ads Manager, a self-serve CTV tool, in September 2024. It was built for marketers moving beyond search and social. Features include Action Ads, which let viewers text themselves an offer, and Shopify Checkout, which lets Shopify merchants run ads that viewers can buy from using their Roku remote.
6. Disney Advertising
Best for: brands that want family, entertainment and live sports audiences.
Disney Advertising sells ads across Disney+, Hulu and ESPN+. At its fifth annual Global Tech & Data Showcase, Disney reported about 157 million global monthly active users (112 million in the US) across those ad-supported services. Its Disney Compass data platform combines first-party data and partner integrations for planning and activation. Nielsen ranked Disney as the second-largest distributor of US TV time in May 2026, at 10%.
7. Tubi
Best for: brands that want scale on a free, ad-supported service.
Tubi is Fox's free ad-supported streaming service. It announced 110 million monthly active users in August 2026, up 14% year over year, according to Señal News.
8. Samsung Ads
Best for: brands that want to reach viewers through smart TV data and free channels.
Samsung Ads is the advertising business behind Samsung smart TVs and Samsung TV Plus, its free ad-supported streaming service. Samsung TV Plus passed 100 million global monthly active users in January 2026 and is available in 30 countries, according to Señal News.
9. Vizio and Walmart Connect
Best for: consumer brands sold at Walmart that want to connect TV ads to retail data.
Walmart completed its acquisition of Vizio on December 3, 2024, for about $2.3 billion. Walmart said the deal is meant to accelerate growth at Walmart Connect, its retail media business, by combining Vizio's TV ad platform with Walmart's shopper data.
10. MNTN
Best for: DTC and performance brands that want a self-serve CTV platform focused on conversions.
MNTN (pronounced "mountain") sells premium CTV inventory through a self-serve platform with real-time performance reporting. Ryan Reynolds has been its chief creative officer since MNTN acquired his agency, Maximum Effort Marketing, in 2021. MNTN went public in 2025.
OTT advertising examples by format
- Standard pre-roll and mid-roll spots: 15- or 30-second ads, similar to traditional TV, available on every platform above.
- Shoppable ads: Roku's Shopify Checkout lets viewers buy on screen with the remote.
- Interactive ads: Roku Action Ads let viewers text themselves an offer, and Prime Video offers interactive video ads.
- Pause ads: Prime Video shows ads when a viewer pauses content, and Amazon announced AI-powered pause ads at its 2025 upfront.
Creative tips for OTT ads
TV viewers cannot click, and they often watch with sound on and with others. Plan 15- and 30-second edits, show the brand early, keep text large, and use a simple call to action such as a QR code. Creator-led video can work on TV too, especially on YouTube, if it is edited for the big screen. Our guide to paid social creative strategy covers hook testing that also applies to streaming spots. If you need full TV-ready production, see our list of video production agencies.
MediaNug focuses on creator-led video for TikTok, Meta, YouTube Shorts and Snapchat. If you want to adapt your best-performing social creative for YouTube on TV, you can contact our team.
Frequently asked questions
What is the best OTT advertising platform?
There is no single best option. Roku Ads Manager and MNTN are easy self-serve starting points, The Trade Desk and Google DV360 suit programmatic buying across publishers, and Netflix, Prime Video and Disney offer premium direct inventory.
What is the difference between OTT and CTV advertising?
OTT describes streaming content delivered over the internet on any device. CTV refers to the TV screen specifically. Most OTT ads are seen on CTV devices.
What are some OTT advertising companies for small businesses?
Roku Ads Manager and MNTN are designed for self-serve buying without an agency. Amazon DSP and programmatic platforms usually require larger budgets or a managed partner.
Sources
- Advanced Television, "Nielsen: YouTube takes 13.8% of US TV watch-time in May" (July 29, 2026)
- Stream TV Insider, "IAB forecasts 13.8% US CTV ad spend growth in 2026," on the IAB 2026 Outlook Study (accessed October 2026)
- Amazon Ads, "Amazon Upfront 2025 recap" (May 2025)
- PPC Land, "Netflix 2026 upfront: 250M viewers, AI agents and 15 new ad markets" (May 2026)
- Roku Advertising, "Introducing Roku Ads Manager" (September 18, 2024)
- The Walt Disney Company, "At Global Tech & Data Showcase, Disney Advertising Charts the Future of Transformative Innovation" (accessed October 2026)
- Señal News, "Tubi reached 110 million monthly active users" (August 6, 2026)
- Señal News, "Samsung TV Plus surpasses 100 million monthly users" (January 23, 2026)
- Walmart, "Walmart Completes Acquisition of VIZIO" (December 3, 2024)
- It's Relevant, "MNTN seeks IPO" (April 24, 2025)
- MNTN, Inc., Annual Report for fiscal year 2025 (SEC filing, 2026)
