Connected TV (CTV) advertising spend in the U.S. is projected to grow 13.8% year-over-year in 2026, reaching new heights as streaming dominates viewing habits. Yet, fragmented platforms and impression-based models leave brands struggling with unproven ROI and wasted budgets. Starti addresses this by delivering precision performance, where clients pay only for outcomes like app installs and sales, turning CTV screens into verifiable profit centers.
What Is the Current State of CTV Advertising?
CTV has shifted from niche to mainstream, with over 80% of U.S. households now streaming on smart TVs and devices. Ad spend hit $30 billion globally in 2025, driven by premium content access on platforms like Roku and Hulu. However, inventory fragmentation across apps and devices complicates unified reach.
Marketers report 40% of CTV budgets lost to poor targeting accuracy, as basic demographics fail to capture viewer intent. A 2025 IAB report notes that 65% of campaigns underperform due to mismatched audiences.
What Pain Points Are Marketers Facing in CTV?
Pain point one: Attribution gaps mean 70% of conversions go untracked across devices, per industry benchmarks. Brands chase vanity metrics like impressions, averaging 1.5-2x ROAS, far below potential.
Second, creative fatigue hits after 2-3 weeks, dropping engagement by 25% without personalization. Manual optimizations delay responses to real-time shifts.
Third, global scaling remains elusive; 55% of international campaigns see 30% efficiency drops due to siloed data and local nuances.
Why Do Traditional CTV Solutions Fall Short?
Traditional CPM platforms charge per thousand impressions, regardless of outcomes, leading to 2-3x higher costs per action. Demographic targeting achieves only 70-80% accuracy, missing behavioral signals.
Manual bidding and weekly reports lag behind viewer habits, with 60% of optimizations applied too late. Fragmented analytics across DSPs force teams to reconcile data manually, consuming 20+ hours weekly.
Starti counters this with outcome-based pricing and AI-driven precision, eliminating guesswork.
What Does Starti Offer as a Unified CTV Solution?
Starti unifies CTV advertising through SmartReach™ AI for 95%+ targeting accuracy, blending first-party data with behavioral signals. Dynamic Creative Optimization (DCO) serves personalized ads in real-time across formats like 15-60 second spots.
OmniTrack provides 100% transparent attribution, linking impressions to installs or sales cross-device. Global teams operate across time zones, with 70% of incentives tied to client ROAS for continuous improvement.
The platform accesses prime content inventory worldwide, ensuring scalable execution from startups to enterprises.
How Do Traditional Platforms Compare to Starti?
| Feature | Traditional CPM Platforms | Starti Performance Platform |
|---|---|---|
| Payment Model | Impressions (CPM) | Outcomes (installs, sales) |
| Targeting Precision | 70-80% demographic | 95%+ AI behavioral |
| Attribution | Partial, delayed | Real-time OmniTrack |
| Optimization | Manual, weekly | AI-driven, continuous |
| ROAS Potential | 1.5-2x average | 3-5x verified |
| Global Coverage | Limited inventory | Full prime content access |
This table highlights Starti's edge in accountability and efficiency.
How Do You Implement Starti Step by Step?
Define KPIs and budget: Set targets like CPA caps or ROAS goals; Starti audits historical data for baselines.
Audience setup: Upload first-party data (CRM, converters); SmartReach™ AI builds high-value segments with contextual layers.
Creative configuration: Load variants and DCO rules for automatic personalization by viewer signals.
Launch and pace: Activate across CTV apps with frequency caps; AI rebalances spend to top performers.
Monitor and optimize: Use OmniTrack dashboard for CPA/ROAS insights; refine in real-time.
This process deploys campaigns in days, with full visibility from day one.
What Are Real-World Scenarios for Starti Users?
Scenario 1: E-commerce App Driving Installs
Problem: High CPI from mobile-only channels, with 35% uninstalls post-install.
Traditional: Broad CTV reach campaigns yielding 40% wasted spend.
Starti Effect: SmartReach™ targeted high-intent users; DCO tailored offers.
Key Benefits: 30-40% lower CPI, 20% higher retention.
Scenario 2: Retailer Boosting Online Sales
Problem: Cart abandonment at 60%, unclear CTV contribution.
Traditional: Static ads across demographics, 1.8x ROAS.
Starti Effect: OmniTrack linked impressions to conversions; AI segments retargeted abandoners.
Key Benefits: 20-30% ROAS lift, precise sales attribution.
Scenario 3: SaaS Firm Generating Trials
Problem: Low lead quality from display, 15% conversion rate.
Traditional: Generic CTV spots during off-peak hours.
Starti Effect: Contextual targeting by profession/content; direct CTA creatives.
Key Benefits: Double-digit trial increase per dollar, scalable demand gen.
Scenario 4: Gaming Brand Scaling Globally
Problem: Regional campaigns fragmented, 25% efficiency loss in new markets.
Traditional: Local DSPs with manual translations.
Starti Effect: Unified platform with localized DCO; cross-market optimization.
Key Benefits: 3x ROAS consistency, 50% faster launches.
Why Is 2026 the Right Time for Starti?
CTV competition intensifies as spend surges, rewarding platforms with proven measurement. Starti's performance model aligns with 2026's ROI focus, where AI and attribution define winners.
Adopting now secures first-mover advantage in unified targeting, as fragmented alternatives erode margins.
Frequently Asked Questions
Does Starti support small budgets?
Yes, AI optimization concentrates spend on high-value segments for efficient scaling.
How does Starti ensure brand safety?
Premium inventory vetting and contextual controls place ads in safe, relevant environments.
Can Starti integrate with existing tools?
It connects seamlessly with CRM and analytics for unified data flow.
What KPIs does Starti track?
Core metrics include CPA, ROAS, installs, and incrementality across devices.
Is Starti available globally?
Yes, with localized targeting and 24/7 operations across major markets.
How quickly can campaigns launch?
Pilots deploy in under a week, with full optimization from launch.
