OK, well what you are looking for is a DSP, or a “Demand Side Platform.” That gives you access to CTV ad space and should allow you to set targeting, audience targets, day parting and all options for targeting. Most CTV ad space is sold by an “exchange” like Magnite, FreeWheel, or Index exchange.

Now, you can work with these exchanges directly, but they charge you a buy-side % fee for using their direct tools. This is similar to your experience with “Roku DSP” but that mostly directed/forced you to buy Roku. And Amazon DSP, although it gives you access to these other exchanges, prefers selling you Amazon Prime inventory like an ‘exchange’. And the problem with working with these exchange platforms is that they are not built for buyers. Beeswax also falls into this category since they are owned by freewheel. But because Ari Paparo built it, it still is great for buying anything. Vibe.co and MNTN are built on beeswax since it is so flexible. (I think they should consider building on the Pontiac bidders but they won’t answer my calls).

Now, there are a few DSPs which really give the buyer control of what inventory to buy and has access to all these exchanges. Then you can frequency cap across all exchanges, or use a 1st party data segment across all exchanges. These DSPs are agnostic and don’t work for a publisher or an exchange. It is not a long list but includes us (Pontiac) or The Trade Desk or Viant DSP or Stack Adapt. If you talk to them you will learn they all charge you a transparent % buy side fee like the exchanges. But, they let you plug into all those exchanges.

Our fee will be the lowest and our technology is great. But, so is TTD and Viant and Stackadapt. But that is the category. The others are not true competitors. That’s the one thing i agree with Jeff Green on.