Tipped to become the largest advertising company in the industry in 2026, Meta is quietly laying the groundwork for a move into CTV advertising, according to multiple sources familiar with the discussions.
While the exact nature of its intentions remains unclear, such a move would extend its performance advertising offering onto the biggest screen in the home.
Digiday sources, all of whom requested anonymity to maintain relationships, say Meta has held a series of exploratory meetings since early 2025 with supply-side players, including Magnite and Comcast-owned FreeWheel — both of whom own two of the most prominent video ad servers on the market — as well as TV manufacturers, or “OEMs,” and publishers, to assess how it could access CTV inventory at scale.
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