Can you buy CTV ads through Meta?

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Last updated: April 8, 2026

Quick Answer: No, you cannot buy CTV (Connected TV) ads directly through Meta's advertising platforms like Facebook or Instagram. Meta primarily focuses on social media, mobile, and desktop advertising, not CTV inventory. However, Meta does offer video ad placements that can appear on CTV devices through Audience Network, but this is limited and not a dedicated CTV buying platform. For dedicated CTV advertising, advertisers typically use platforms like Google's Display & Video 360, The Trade Desk, or direct publisher deals.

Key Facts

Meta does not offer a direct CTV ad buying platform as of 2024
Meta's Audience Network can serve video ads on CTV devices, but it's not a primary focus
CTV ad spending in the U.S. was projected to reach $25.9 billion in 2023
Meta's ad revenue in Q4 2023 was $38.7 billion, primarily from social media and mobile ads
Google's Display & Video 360 and The Trade Desk are leading CTV ad buying platforms

Overview

Connected TV (CTV) advertising refers to video ads delivered through internet-connected television devices, such as smart TVs, streaming sticks (e.g., Roku, Amazon Fire TV), and gaming consoles. This market has grown rapidly due to the shift from traditional linear TV to streaming services like Netflix, Hulu, and Disney+. CTV advertising offers precise targeting, measurement capabilities, and interactive features that traditional TV lacks. Meta, formerly Facebook, is a technology giant known for its social media platforms (Facebook, Instagram, WhatsApp) and digital advertising business. Founded in 2004, Meta has become one of the world's largest digital ad platforms, with over 3.98 billion monthly active users across its apps as of 2024. While Meta dominates social media and mobile advertising, it has not developed a dedicated CTV ad buying platform, focusing instead on its core strengths in social and short-form video through Reels.

How It Works

CTV advertising operates through programmatic platforms that connect advertisers with inventory from streaming services and apps. Advertisers use demand-side platforms (DSPs) like Google's Display & Video 360 or The Trade Desk to bid on ad slots in real-time, targeting specific audiences based on demographics, interests, and viewing behavior. Ads are typically served as pre-roll, mid-roll, or post-roll videos during streaming content. Meta's involvement in CTV is indirect: through its Audience Network, Meta can extend video ads from Facebook or Instagram to appear on partner CTV apps, but this is a secondary placement option rather than a dedicated buying channel. Meta's primary ad products, such as in-feed ads, Stories ads, and Reels ads, are optimized for mobile and desktop environments, not CTV-specific formats.

Why It Matters

The distinction matters because CTV advertising represents a significant growth area in digital marketing, with U.S. CTV ad spending expected to surpass $30 billion by 2025. Advertisers seeking to reach cord-cutters and streaming audiences need specialized platforms that offer CTV inventory, advanced targeting, and measurement tools. Meta's absence from direct CTV buying means advertisers must use alternative platforms, potentially fragmenting their ad strategies. However, Meta's strength in social video and cross-device targeting can complement CTV campaigns when integrated through multi-channel strategies. Understanding these dynamics helps advertisers allocate budgets effectively and leverage the right tools for specific advertising goals.