You get CTV ads, and you get CTV ads—everyone gets CTV ads! Seriously, though!
Today, timed to CES, Comcast announced something pretty cool: Universal Ads, a “one-stop TV advertising platform” that promises to connect top media companies and make it easier for “advertisers of all sizes” to buy premium CTV inventory. Comcast’s SSP, FreeWheel, will serve as the backbone of the offering, which is set to launch later this quarter.
The inventory available through Universal Ads is impressive, with A+E, AMC Networks, DIRECTV, Fox, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo all participating. The platform wants to simplify CTV ad buying for any advertiser while allowing publishers and sellers to tap into the growing demand from SMB and mid-market advertisers.
Why This Matters:
A few key factors make Universal Ads compelling.
First, CTV ad spend is booming. At its current pace, CTV ad spend is projected to hit $42.4 billion by 2027, according to Statista.
Second, programmatic buying is the future. However, to drive that growth, programmatic access needs to expand and be democratized. According to FreeWheel, only 20% of premium video is transacted programmatically due to the complexity and safeguards that protect both brands and viewers. Simplifying premium inventory access could significantly increase spend while enabling smaller advertisers to benefit from CTV’s reach and targeting.
Experts React:
VaynerMedia’s Gary Vaynerchuk was quoted in the launch press release (there is an SMB hustling joke to be made here somewhere) and said:
“The biggest mistake TV has made is acting like it’s still 1995. SMBs want in, and they deserve to be in. The same way social democratized advertising, TV needs to drop the barriers and let brands of all sizes play at scale.”
Our Take:
We’re spotting a clear trend here. Last year, Roku launched a self-serve ads manager to open up programmatic access to its CTV inventory (and they’re participating here with Universal Ads). Companies like Ryan Reynolds’ MNTN, which help SMBs enter the CTV space, are even rumored to be eyeing IPOs. It’s becoming clear that SMB access to CTV will be one of 2025’s defining adtech trends.
So… AdTechGod called that one—and of course, they’re a deity, so it tracks.
