Meta is reportedly exploring a move into connected TV (CTV) advertising by engaging with supply-side platforms and manufacturers to extend its performance-based ad tools to streaming inventory.

Key Points

• Meta has held exploratory meetings since early 2025 with supply-side players like Magnite and FreeWheel to assess accessing CTV inventory.
• The company is likely developing an "audience extension" model similar to the Meta Audience Network, allowing advertisers to use Meta’s targeting tools on third-party streaming platforms.
• Strategy focuses on leveraging Meta’s deterministic user data and cross-device identity to solve attribution challenges in the CTV market.
• The initiative aims to simplify CTV buying for small and mid-sized businesses, potentially mirroring the self-serve model used for social media advertising.
• Meta’s "Reels TV" feature, introduced in late 2025, is viewed by industry analysts as a potential stepping stone toward broader CTV integration.

Why it Matters

Expanding into CTV allows Meta to capture new advertising budgets by bridging the gap between mobile performance marketing and large-screen streaming environments. This move intensifies competition with Amazon and Google, potentially transforming TV advertising into a more measurable, self-serve ecosystem for smaller businesses.