Today, we’re introducing Starling, a new connected TV supply-side platform built around a simple idea: some of the most valuable signals in CTV come from understanding what people watch.

CTV has become one of the most important advertising channels in the world. But much of the infrastructure supporting it was built for an earlier era of digital advertising, creating an ecosystem that can be fragmented, inefficient, and opaque.

Starling is built specifically for CTV, combining content and program-level intelligence, premium publisher relationships, and advanced technology to help advertisers make more informed media investments while creating greater value for publishers.

And we’re just getting started.

You can read our full launch announcement for more on our leadership team, investors, and the technology we’re building for the next era of CTV.

Unlocking More Value From Every Impression

As audiences have shifted to streaming, advertisers are navigating more platforms, methodologies and walled gardens, often with limited visibility into where their campaigns actually run and what drives performance.

We believe some of the answers are already there, inside the impression itself.

Every CTV impression contains dozens of valuable content, program and audience signals, yet many go unused. Starling is designed to make more of those signals actionable.

That means greater transparency into campaign delivery, including reporting down to the show and program level, and more efficient access to premium inventory, from live sports to major tentpole moments. For publishers, it means more opportunities to capture the value of their content while maintaining control over their inventory.

It comes back to what has always made television valuable: premium content, engaged audiences, and high-value advertising experiences.

Building for What Comes Next

We’re building Starling around three principles we believe should define the next generation of CTV: intelligence, authenticity, and innovation.

That means making more of the signals within each impression actionable, giving advertisers greater insight into where their ads actually ran, and bringing emerging CTV experiences like pause ads, home-screen placements, and interactive formats into the programmatic marketplace.

Starling is led by Michael Bassik, Executive Chair and Acting Chief Executive; Sean Miller, CFA, Chief Operating Officer and Chief Financial Officer; Reshmi Nair, Chief Technology Officer; and Wil Danielson, Chief Revenue Officer.

Together with the broader Starling team, they’re focused on expanding the technology, publisher partnerships, and capabilities that will define the platform’s future.

Meet Starling

The CTV ecosystem doesn’t need more complexity. It needs infrastructure for how television is bought, sold and watched today, and for where it’s going next.

That’s what we’re building at Starling.

We’re excited to introduce the company today, and even more excited about what comes next.