Buyer

What is a Buyer in CTV?

In CTV advertising, a buyer is any individual, brand, or organization that purchases ad inventory to reach viewers through connected TV platforms. Buyers use programmatic tools and platforms to place ads in streaming environments, targeting audiences across FAST channels, VOD content, and live programming.

Buyers play a central role in the CTV ecosystem, helping fund free, ad-supported streaming by paying for access to premium content placements.

What Does a Buyer Do in CTV?

Buyers use demand-side platforms (DSPs) or work with agencies to bid on and buy ad space within connected TV environments. This space may include pre-roll ads, mid-rolls, or interactive units delivered during streaming video.

Common types of buyers in CTV include:

• Brands looking to promote products or services
• Media agencies acting on behalf of clients
• Performance marketers focused on measurable outcomes like app installs or website visits

These buyers define their audience goals, set budgets, and use data to optimize ad delivery — often in real time.

How Buyers Fit Into the Programmatic Supply Chain

In programmatic advertising, buyers are on the demand side of the ecosystem. They work with DSPs, which connect to ad exchanges and supply-side platforms (SSPs). SSPs represent the publishers — the owners of the streaming content — and make their ad inventory available.The buye

r’s goal is to deliver relevant, effective ads to the right viewers at the right time, while maximizing return on ad spend (ROAS).

The Importance of Buyers in Streaming TV

CTV buyers help drive the growth of free streaming services by funding the ad-supported model. As more viewers cut the cord and shift to FAST channels and VOD content, buyer demand shapes how and where ads are delivered.

For platforms and publishers using Wurl, buyers are a key part of monetization. Through Wurl’s CTV Advertising Marketplace and tools like BrandDiscovery, buyers can connect with premium inventory and match their ads to content that aligns with their brand.

Final Thoughts

In the world of connected TV, buyers aren’t just purchasing ad space — they’re shaping the future of streaming. By using data, automation, and real-time bidding, buyers ensure that streaming ads stay relevant, measurable, and valuable for both viewers and publishers.