The CTV Technology Stack: Platforms Driving Scale, Measurement, and M&A - Part 2

Our 2025–2026 CTV Advertising Tech Platforms report from Windsail Partners examines the core technology infrastructure shaping today’s connected TV ecosystem, from demand-side platforms like The Trade Desk and Amazon, to supply and publishing leaders such as Roku, Disney, and NBCUniversal. The report also highlights the growing importance of infrastructure and measurement platforms including Magnite, FreeWheel, Nielsen, and LiveRamp, as CTV matures into a more integrated, privacy-safe, and outcome-driven channel. Together, these platforms illustrate how identity, measurement, inventory access, and creative enablement are converging — and why this convergence is driving increased strategic partnerships and M&A activity across the CTV landscape.

The Tech Platforms Powering the CTV Revolution