Seven video ad servers compete for dominance in 2025 CTV marketplace

A comprehensive comparison shared on LinkedIn on November 5, 2025, highlights how seven major video ad servers have positioned themselves across the Connected TV advertising landscape. The analysis examines Google Ad Manager, FreeWheel's Streaming Hub, Publica by IAS, SpringServe by Magnite, Adtelligent, Aniview, and Project Limelight, revealing distinct market strategies as CTV advertising spending approaches $33.35 billion in 2025.

Google Ad Manager maintains its position as the largest and most widely used ad server globally, according to the comparison. The platform's dominance extends across web, app, and expanding CTV capabilities. In 2025, GAM introduced advanced CTV targeting and Interactive Media Ads SDK upgrades while improving Privacy Sandbox readiness. The platform tightened DV360 integration and enhanced server-side unwrapping capabilities, reducing error rates by 83% in internal testing with partners. GAM's strengths center on massive demand access through Google Ads and DV360, unified reporting capabilities, and reliable fill rates. The platform supports video across web, app, and CTV with native server-side ad insertion via partners, along with strong audience data tools. Large-scale publishers and streaming platforms with Google demand reliance represent GAM's typical user base.

FreeWheel's Streaming Hub has established itself as the premium broadcast and CTV leader, serving as the go-to platform for rights-managed inventory. The company rolled out its Universal Ads initiative for cross-publisher targeting in 2025, enabling unified access to premium video advertising across multiple major media networks. The platform launched in the first quarter of 2025 with ten prominent media companies as launch partners, including A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo. FreeWheel deepened its NBCU integration and enhanced server-side ad insertion orchestration capabilities. The platform's strong decisioning engine, rights and scheduling tools for broadcasters, and Dynamic Ad Insertion with podding logic position it for programmatic access via the FreeWheel SSP. Broadcasters, major OTT players, and premium AVOD platforms rely on the Streaming Hub.

Publica by IAS operates as a fast-growing CTV-first ad server for unified auctions. IAS acquired Publica for $220 million in August 2021, expanding its connected TV advertising capabilities with unified auction technology, over-the-top header bidding, audience management, and server-side ad insertion. The platform launched its Publisher Intelligence Suite in 2025, introducing new header-bidding capabilities for CTV and deeper analytics following the IAS acquisition. Publica offers unified auctioning for CTV, strong server-side ad insertion, and transparent reporting. The ad server provides server-side auction capabilities, podded ad management, and demand unification. FAST channels, CTV publishers, and mid-large AVOD services comprise Publica's target users. Samsung Ads and Publica renewed their exclusive global partnership on September 30, 2025, strengthening connected TV advertising infrastructure across Samsung TV Plus, which reaches 88 million monthly active users globally.

SpringServe by Magnite functions as the core CTV ad server inside the Magnite ecosystem, representing the top independent choice for streaming publishers. Magnite unveiled the next generation of its SpringServe video platform on April 23, 2025, combining its streaming ad server with its sell-side platform capabilities. The unified platform, entering closed beta testing, streamlines buyers' connection to 99% of US streaming supply according to Jounce Media's March 2025 Supply Path Benchmarking Report. Initial clients include major industry players Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery. In 2025, SpringServe introduced AI-driven yield optimization and server-side ad insertion latency tools, along with closer integration with Magnite's SSP. Independent CTV-first ad serving, strong mediation and pod control, along with ad pod management, creative deduplication, and real-time reporting characterize the platform. Magnite announced on October 24, 2025, the deployment of machine learning capabilities within SpringServe to optimize ad pod construction for connected television publishers. CTV and streaming apps monetizing via programmatic SSPs represent SpringServe's user base.

Adtelligent positions itself as a mid-market ad tech stack combining ad server and SSP functionality. The platform launched its Retail Media + Video Suite and real-time analytics layer in 2025, enhancing CTV server-side ad insertion workflows. Adtelligent offers a flexible hybrid solution with competitive pricing and self-service controls. Features include server-side ad insertion, header bidding, OpenRTB endpoints, and anti-fraud modules. Mid-size publishers, ad networks, and retail-media platforms utilize Adtelligent's services.

Aniview operates as a transparent, lightweight video ad server combined with a marketplace. The company added a server-side ad insertion module and new marketplace integrations in 2025, focusing on sustainability and low latency. Easy onboarding, marketplace access, and SDK flexibility define Aniview's approach. The platform provides server-side ad insertion, white-label marketplace capabilities, and lightweight SDKs. Smaller and mid-size publishers, ad networks, and OTT startups comprise Aniview's typical users.

Project Limelight represents an emerging privacy-first video ad server and identity platform built on open-source principles. The platform entered beta release with its Limelight Identity Graph and OpenSSAI SDK for consent-safe ad delivery in 2025. Built around privacy, transparency, and open standards, Project Limelight offers contextual targeting, privacy-first data layer, and open-source APIs. Indie publishers, privacy-conscious CTV startups, and European OTT platforms represent the platform's target audience.

The comparison arrives as the television advertising landscape undergoes significant transformation. FreeWheel recently unified its CTV product ecosystem with new suite names and enhanced capabilities, organizing offerings into Publisher Suite and Advertiser Suite configurations designed to streamline connections between buyers and sellers. The restructuring, announced on April 29, 2025, represents a strategic move to create a more intuitive approach to the company's end-to-end capabilities. The Publisher Suite includes FreeWheel Streaming Hub and FreeWheel SSP, while the Advertiser Suite offers FreeWheel Curation Hub, FreeWheel DSP, and FreeWheel Buyer Cloud.

Google Ad Manager expanded its partner guidelines on July 21, 2025, introducing specific restrictions around the Ad review center functionality. The updated guidelines establish clear boundaries for Ad review center usage, explicitly prohibiting the use of creative content for machine learning model training. Connected TV and Digital out-of-home inventory must be implemented pursuant to Google's instructions while complying with specific requirements for these inventory types.

The competitive dynamics reflect broader industry consolidation. IAS agreed to be acquired by North American private equity firm Novacap on September 24, 2025, in an all-cash transaction valued at approximately $1.9 billion. The deal positions the global media measurement and optimization platform for continued investment in AI-first technology under private ownership. Novacap will acquire all outstanding IAS shares for $10.30 per share in cash, representing a premium of approximately 22% to IAS's closing share price on September 23, 2025.

Comcast Advertising announced on October 23, 2025, the availability of biddable linear television advertising through programmatic private marketplaces. The development enables advertisers to purchase traditional TV inventory using the same automated systems previously limited to digital media channels. FreeWheel's Buyer Cloud technology powers the implementation, which completed its beta testing phase with Comcast inventory. The solution provides access to more than 11 billion monthly impressions on premium linear inventory.

For the marketing community, these developments signal accelerating convergence between traditional television and digital advertising infrastructure. Connected TV's share of media budgets is projected to double from 14% in 2023 to 28% in 2025, with 72% of marketers planning to increase programmatic advertising investment. Publishers must evaluate ad server capabilities based on their specific scale, technical requirements, and demand access priorities. Large broadcasters require sophisticated rights management and direct-sales integration, while independent CTV publishers prioritize programmatic yield optimization and unified auctions.

The technical specifications outlined in the comparison demonstrate how ad servers have evolved to address CTV-specific challenges. Server-side ad insertion has become table stakes, while advanced features like AI-driven yield optimization, podding logic, and unified auctions differentiate platforms. Campaign Manager 360 announced on February 7, 2025, significant expansions to its measurement capabilities for connected TV and streaming platforms, including integration with Netflix Ads and cross-media reach reporting capabilities.

Privacy considerations continue shaping ad server development. Google plans to modify its platforms program policies to permit advertisers to use IP addresses for targeting, particularly in Connected TV advertising, with changes set to take effect on February 16, 2025. The policy updates reflect advances in privacy-enhancing technologies, including on-device processing, trusted execution environments, and secure multi-party computation. Project Limelight's emphasis on privacy-first architecture and open-source principles represents one approach to these evolving requirements, while established platforms like GAM and FreeWheel integrate Privacy Sandbox and consent frameworks.

The comparison highlights how market segmentation has intensified across the video ad server landscape. Google Ad Manager and FreeWheel dominate at enterprise scale with comprehensive demand access and sophisticated rights management. Mid-market platforms like Publica, SpringServe, and Adtelligent focus on programmatic optimization and unified auctions for growing CTV publishers. Emerging players like Aniview and Project Limelight target specific niches with lightweight infrastructure or privacy-first approaches.

Publisher selection criteria extend beyond technical capabilities to strategic considerations around demand access and ecosystem integration. GAM's massive demand via Google Ads and DV360 makes it essential for publishers dependent on Google buyer relationships. FreeWheel's NBC Universal integration and Universal Ads platform provide unique access to premium broadcast inventory. SpringServe's position within Magnite's ecosystem offers publishers direct connection to the largest independent SSP's demand sources. Publica's IAS integration provides built-in brand safety and verification capabilities increasingly demanded by advertisers.

Technical architecture decisions affect long-term operational flexibility. Platforms combining ad serving with SSP functionality, like Magnite's unified SpringServe and FreeWheel's integrated suite, streamline supply path optimization but may limit publisher optionality. Independent ad servers like Publica and Adtelligent offer neutrality across multiple SSPs, enabling publishers to maintain competitive dynamics across demand sources. The tradeoff between integration efficiency and vendor diversification requires careful evaluation based on each publisher's monetization strategy.

UK broadcasters Sky, Channel 4 and ITV announced on June 17, 2025, plans to launch a unified self-service television advertising marketplace in 2026, powered by Comcast Advertising's Universal Ads platform and FreeWheel's technology. The collaboration aims to address the longstanding barrier that has prevented smaller advertisers from accessing television advertising due to complexity and minimum spending requirements. For the first time, small to medium-sized businesses will be empowered to access and purchase addressable inventory to run campaigns across Channel 4 Sales, ITV Media and Sky Media with biddable pricing structures.

Measurement capabilities represent another differentiation point. Google Ad Manager introduced frequency capping and competitive exclusion settings in beta testing, focusing on resolving cross-channel conflicts. These features operate alongside A/B testing capabilities for Ad Rules, enabling systematic evaluation of different ad load configurations and break structures. The testing framework provides quantitative data on the relationship between revenue generation and user engagement metrics.

The emergence of specialized solutions like Project Limelight's privacy-first approach reflects growing regulatory pressures across global markets. European publishers face stricter data protection requirements that may favor platforms built with privacy by design rather than legacy systems retrofitted for compliance. The platform's open-source ethos appeals to publishers seeking transparency in their technology stack and avoiding vendor lock-in with proprietary systems.

For advertisers, the fragmented ad server landscape creates both opportunities and challenges. Multiple inventory paths to premium CTV supply enable competition that can improve pricing and access. However, inconsistent technical implementations across platforms complicate campaign execution and measurement. Industry experts from major streaming platforms examined technical limitations during IAB Tech Lab workshops in August 2025, identifying six critical technical barriers: lack of standardized advanced ad formats, complex live event advertising requirements, missing universal conversion API standards, creative ID framework adoption challenges, inadequate metadata and taxonomy systems, and unclear CTV inventory ownership structures.

The comparison document was shared by Varun Nahar, Lead for CTV & OTT Supply Partnerships, APAC, via LinkedIn. The post received engagement from industry professionals including Sotiris Oikonomou, Managing Director at Mark.App, and Tim Armstrong, Director at Mangrove Digital. Armstrong noted the value of the comparison and inquired about expanding vendor coverage, highlighting ongoing interest in comprehensive market analysis as the CTV advertising ecosystem continues fragmenting across multiple platforms and technical approaches.

Timeline

• December 11, 2024 – Google Ad Manager announced significant technical improvements to its Connected TV advertising infrastructure, introducing server-side unwrapping that demonstrated an 83% reduction in error rates in internal testing.
• January 2025 – Comcast announced Universal Ads platform designed to consolidate premium video advertising across multiple major media networks, scheduled to launch in the first quarter with ten prominent media companies as launch partners.
• February 7, 2025 – Campaign Manager 360 announced significant expansions to its measurement capabilities for connected TV and streaming platforms, including integration with Netflix Ads.
• March 2025 – Jounce Media's Supply Path Benchmarking Report confirms Magnite's SpringServe connects buyers to 99% of US streaming supply.
• April 23, 2025 – Magnite unveiled next generation SpringServe platform combining streaming ad server with sell-side platform capabilities, entering closed beta with Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery.
• April 29, 2025 – FreeWheel unified its CTV product ecosystem with new suite names, organizing offerings into Publisher Suite and Advertiser Suite configurations.
• May 14, 2025 – Universal Ads launched $5 million Incrementality Fund for e-commerce merchants to demonstrate television advertising effectiveness.
• June 11, 2025 – FreeWheel announced partnerships with eight streaming platforms including Fubo, LG Ads, Philo, Plex, TCL Ads, Telly, and Wurl to expand premium connected television marketplace.
• June 17, 2025 – UK broadcasters announced plans to launch unified self-service TV advertising marketplace in 2026, powered by Comcast's Universal Ads platform and FreeWheel technology.
• July 21, 2025 – Google Ad Manager expanded partner guidelines with machine learning restrictions prohibiting use of Ad review center creatives for model training.
• August 2021 – IAS acquired Publica for $220 million, expanding connected TV advertising capabilities with unified auction technology.
• September 19, 2025 – Best Buy selected Magnite as exclusive SSP and curation partner, leveraging SpringServe technology for programmatic access.
• September 24, 2025 – IAS agreed to $1.9 billion acquisition by Novacap, with transaction expected to close by end of 2025.
• September 30, 2025 – Samsung Ads and Publica renewed exclusive global partnership strengthening connected TV advertising infrastructure across Samsung TV Plus.
• October 23, 2025 – Comcast Advertising announced availability of biddable linear television advertising through programmatic private marketplaces powered by FreeWheel's Buyer Cloud technology.
• October 24, 2025 – Magnite announced machine learning-powered ad podding within SpringServe ad server to optimize ad pod construction for CTV publishers.
• November 5, 2025 – Varun Nahar, Lead for CTV & OTT Supply Partnerships, APAC, shared comprehensive video ad server comparison analysis on LinkedIn examining seven major platforms across 2025 market positioning, latest updates, strengths, key features, and typical users.

Summary

Who: Seven major video ad servers compete for market share: Google Ad Manager (the largest global platform), FreeWheel's Streaming Hub (premium broadcast leader), Publica by IAS (CTV-first unified auction platform acquired for $220 million in August 2021), SpringServe by Magnite (independent CTV ad server with 99% US streaming supply coverage), Adtelligent (mid-market hybrid solution), Aniview (lightweight marketplace platform), and Project Limelight (emerging privacy-first open-source platform).

What: A comprehensive industry comparison examines how these ad servers have positioned themselves across the Connected TV advertising landscape through different technical capabilities, market strategies, and target publisher segments. The analysis evaluates each platform's 2025 updates including advanced CTV targeting, unified auction capabilities, AI-driven yield optimization, server-side ad insertion enhancements, privacy frameworks, and integration with demand-side platforms. The comparison reveals distinct segmentation with Google Ad Manager and FreeWheel dominating enterprise scale, mid-market platforms focusing on programmatic optimization, and emerging players targeting niche requirements.

When: The comparison document was shared on November 5, 2025, reflecting the current state of video ad server competition as CTV advertising spending approaches $33.35 billion and Connected TV's share of media budgets projects to double from 14% in 2023 to 28% in 2025. The analysis incorporates major platform developments throughout 2025 including Magnite's April 23 SpringServe unification, FreeWheel's April 29 suite reorganization, IAS's September 24 acquisition agreement, and Comcast's October 23 biddable linear TV launch.

Where: The competitive dynamics span global markets with distinct regional variations. Google Ad Manager maintains worldwide dominance across web, app, and CTV, while FreeWheel leads North American premium broadcast and OTT through NBC Universal integration. Publica operates internationally with particular strength in Samsung TV Plus partnerships reaching 88 million monthly active users globally. SpringServe serves the independent CTV ecosystem with 99% US streaming supply coverage. Regional players like Project Limelight target European markets with privacy-first approaches addressing stricter GDPR requirements. UK broadcasters announced plans for 2026 marketplace launch powered by FreeWheel technology, demonstrating international expansion of unified advertising platforms.

Why: This comparison matters for the marketing community because publishers must evaluate ad server capabilities based on specific scale, technical requirements, and demand access priorities as television advertising converges with digital infrastructure. The analysis helps publishers understand tradeoffs between enterprise platforms offering massive demand access versus independent solutions enabling supply path optimization. With 72% of marketers planning to increase programmatic advertising investment and CTV budgets doubling, selecting appropriate ad serving technology directly impacts monetization effectiveness. Technical considerations around server-side ad insertion, unified auctions, AI-driven optimization, and privacy compliance frameworks determine publishers' ability to maximize yield while maintaining viewer experience. The comparison reveals how consolidation through acquisitions like IAS-Publica and Magnite's SpringServe unification reshapes competitive dynamics, while new entrants like Project Limelight address emerging requirements around privacy and open standards that established platforms struggle to retrofit into legacy architectures.