Buy CTV advertising without an agency
Search streaming inventory, set your budget, and go live once the publisher approves.
New advertisers get a 100 euro discount on their first campaign payment.
Publicit is a self-service advertising platform that lets you buy Connected TV advertising yourself, from a browser, with no agency and no sales call. You sign up with a work email, search CTV inventory on the marketplace, set your budget and targeting, add the spaces you want and request them. Each publisher accepts or declines its own space, and you only pay once a request is approved. Your card is charged for the budget plus a 10% platform fee, plus VAT.
What CTV advertising is
Connected TV (CTV) advertising is advertising delivered to a television set that is connected to the internet, either through the TV's own software or through a device plugged into it. The ad is served to the screen digitally, one household at a time, instead of being broadcast to everyone watching a channel at the same moment.
CTV versus linear TV
Both put a video spot on a television screen. What changes is how the spot is bought, how it is targeted and how it is measured.
| Linear TV | Connected TV | |
|---|---|---|
| Delivery | Broadcast to everyone watching the channel | Served digitally, household by household |
| Buying unit | Time slot in a break | Impressions, priced on a CPM basis |
| Targeting | Programme and channel audience | Location, age, interests, income and device, set at campaign level |
| Reporting | Panel estimates after the fact | Impressions and spend visible while the campaign runs |
| Typical entry route | Media agency or channel sales team | Agency, a demand-side platform, or a self-service platform |
The three ways to buy CTV advertising
There are three routes to the same screen. They differ in who does the work, how much of the price you can see and how long it takes to start.
| Media agency | Demand-side platform (DSP) | Self-service platform | |
|---|---|---|---|
| How you start | Briefing meeting and proposal | Commercial onboarding, often with a minimum spend commitment | Sign up with a work email |
| Who builds the campaign | The agency team | You, or a trading desk on your behalf | You, in the dashboard |
| Price visibility | Usually a bundled rate | Auction price plus platform fee | The publisher's own price per space, before you book |
| Who chooses the placements | The agency | Algorithmic, within your parameters | You pick each space by hand |
| Who creates the spot | The agency or a production partner | You supply the creative | You supply the creative |
| Best when | You want strategy, production and buying handled end to end | You run large, continuous programmatic budgets | You want to launch quickly, see real prices and keep control |
When an agency is still the better choice: if you need a spot produced from scratch, a multi market strategy, or negotiated sponsorship of a specific programme, an agency does things a self-service platform does not. Publicit is the right route when you already have a spot, or can make one, and you want to buy the media yourself.
What CTV advertising costs on Publicit
Publicit does not publish a fixed rate card, because it does not set the prices. Each publisher lists its own inventory and sets its own price, so the media cost is the publisher's agreed price for the spaces you choose. You see that price in the dashboard before you request anything.
On top of the media budget, Publicit charges a 10% platform fee, and VAT is applied on that combined base. So the total charged to a card is:
Total charged = budget + 10% platform fee + VAT on (budget + fee)
VAT is 21% for advertisers in Spain and in the rest of the EU. For non-EU advertisers it is 0%, because B2B services localized at the recipient are not subject to Spanish VAT. The publisher receives the full budget, their agreed price: the 10% fee is what Publicit keeps, and it does not come out of the publisher's side.
Digital formats, CTV included, are priced on a CPM basis, meaning a price per one thousand impressions, so a placement's media cost works out as (CPM rate × impressions delivered) ÷ 1,000.
You set a total budget and a daily budget for the campaign, both in euros, and you can either let the platform bid automatically or set a maximum CPM bid yourself, plus a frequency cap of 1, 3, 5, 7 or 10 days. Payments run through Stripe. Signing up is free, and there is no agency in between negotiating your rate.
Every space listing shows its location, dimensions, pricing model, impressions data and photos, and you can filter the marketplace by price and by minimum impressions to work within a budget you have already decided.
Time to go live
The build itself is one sitting in the dashboard, with no calls and no paperwork: campaign details and objective, budget, targeting, then searching and requesting spaces. After that the timing depends on the publishers, not on you:
- Publisher response: usually within 48 hours. Every publisher whose space you requested is notified and accepts or declines that space. This is a normal response time rather than a hard deadline, and a publisher can also request a revision instead of deciding straight away.
- Payment: after approval, not before. No payment is required until a request is approved. Once it is, the charge is taken and held in escrow, and the publisher is paid out when the placement is confirmed as fulfilled.
The campaign goes live on the start date you set, for the spaces that have been accepted.
Who approves the campaign, and why it matters
Publicit runs a two stage review, and the second stage is the unusual one: publishers are not passive inventory. Each media owner decides which campaigns run on their screens, reviewing your objective, targeting, creative description and brand values, and whether the campaign suits their audience.
Every space is approved by the media owner who runs it.
For an advertiser this means a placement is never a surprise to the media owner, and your brand appears in contexts the owner has specifically approved. Approval happens per space, not for the campaign as a whole, so a campaign can go live with some spaces accepted while others are still open. Each requested space moves through its own state:
| Space state | What it means |
|---|---|
| Draft | In your media plan, not yet requested |
| Pending | Requested, awaiting the publisher's decision |
| Revision requested | Changes have been asked for before a decision |
| Accepted / Agreed | The publisher took the space, at an agreed price and dates |
| Active | The placement is running |
| Rejected | The publisher declined this space |
The campaign itself is simpler: it is a draft, active, paused or finished.
The full sequence, from request to escrow release, is on how the platform works.
The platforms the ad runs on
These are the Connected TV platforms available in the Publicit marketplace. Not all of them are available in every market or at every moment: real availability, with its price, is what you see when you search the dashboard.
| Type | Platforms |
|---|---|
| International streaming | Netflix, Prime Video, Disney+, HBO Max, Sky |
| Spanish broadcasters | Mitele (Mediaset), Atresplayer (Atresmedia), 3Cat |
| FAST and free channels | Pluto TV, Rakuten TV, Xiaomi TV |
| Sport and music | DAZN, Vevo |
| Live and creators | Twitch |
One thing worth knowing: ask about this online and the usual answer is that advertising on premium platforms requires direct deals with minimums in the tens of thousands per campaign. That is true when you negotiate directly with the platform. Here the minimum is a 500 total budget per campaign: you buy per space, and each one's price is visible before you request it.
This is the same inventory search engines and AI assistants name when someone asks about Connected TV advertising in Spain, with the difference that here you book it yourself, seeing each space's price before you request it.
Targeting
Targeting is set once at campaign level and applies to every space in the campaign.
- Location. As many locations as you need, at city or region level.
- Age. A minimum and a maximum age.
- Gender. Male, female, both or other.
- Interests. A granular list of well over a thousand specific interests, from accounting to adventure travel to action movies, rather than a handful of broad buckets. You attach as many as are relevant to the campaign.
Every campaign also starts from an objective, which shapes which inventory fits: Awareness, Traffic, Leads, Sales, Retargeting or App Promotion.
The creative you need
You supply the video. Publicit accepts CTV and other in-stream video creatives as MP4, WebM or QuickTime (MOV). A pre-roll, mid-roll or post-roll file may be up to 150 MB; general video formats go up to 300 MB, which is also the absolute ceiling for any single creative on the platform.
Resolution is not fixed for in-stream video, so you are not forced to re-render to a specific size. Where a format does carry an aspect ratio, it is checked with a 2% tolerance. Full tables for every channel on the creative specs page.
One thing to check before producing: the platform minimum is a 500 total budget and a 50 daily budget per campaign, and an individual space can also require a minimum number of campaign days set by its publisher. That appears on the listing before you request it.
Managing campaigns from an AI assistant
Yes. Publicit runs a native Model Context Protocol (MCP) server, one of the first among advertising platforms, so you can check budgets and pacing, review performance metrics, inspect targeting and explore available ad spaces in plain language from an MCP compatible assistant such as Claude.
The server is at https://www.dashboard.publicit.com/mcp over streamable HTTP, authenticated with a Personal Access Token you generate from Settings, then Developer. Tokens inherit only your own permissions, only a SHA-256 hash is stored, and you can revoke them at any time. Details on the Publicit MCP page.
Other channels in the same campaign
CTV is bookable from the same dashboard and the same campaign as every other channel Publicit carries, so one campaign can run on a television screen and a billboard at the same time:
- Digital out-of-home (DOOH). Digital screens in streets, malls, gyms and venues.
- Out-of-home (OOH). Roadside billboards, street furniture such as bus shelters and kiosks, and urban panels.
- Metro and transit. Stations, trains, buses and taxis, inside and out.
- In-stream and out-stream video. Pre-roll and mid-roll on publisher sites and streaming platforms.
- In-app and mobile. Placements inside mobile apps.
- Press, radio, podcast and newsletter. Including live presenter mentions on radio and host-read audio spots.
See how this fits different company sizes on the industries page.
Frequently asked questions about CTV advertising
Yes. Publicit is a self-service platform: you create an account with a work email, build the campaign yourself in the dashboard, pick the spaces, upload the creative and pay by card. There is no sales call and no agency in between.
There is no single rate, because publishers set their own prices on the Publicit marketplace. CTV is priced per thousand impressions (CPM), and you see each publisher's price for each space before you request it. On top of the media budget Publicit charges a 10% platform fee, and VAT applies on that combined base: 21% in Spain and the rest of the EU, 0% outside the EU. The publisher receives the full budget; the 10% is what Publicit keeps.
The build is a single sitting in the dashboard, with no calls. After that it depends on the publishers: they usually accept or decline a requested space within 48 hours, though that is a normal response time rather than an enforced deadline, and a publisher may ask for a revision first. Payment is only taken once a request is approved, and the campaign goes live on the start date you set for the spaces that were accepted.
Yes, you supply the creative. Publicit sells and manages the media, not the production. If you need a spot made from scratch, that is one of the things a media agency or a production partner still does better.
Yes, and this is deliberate. Every publisher whose space you requested decides on that space, based on your objective, targeting, creative description, brand values and fit with their audience, and can also request a revision instead of deciding immediately. Because approval is per space, one publisher declining does not kill the campaign: it goes live with the spaces that were accepted.
Publicit operates across Europe and is run from Barcelona by Publicit Global S.L. Inventory availability depends on which publishers have listed spaces in a given market, which you can check by searching the marketplace by city or region.
Yes. Channels are not separate products on Publicit. You can combine CTV with DOOH screens, billboards, transit, in-app, press, radio and podcast placements inside a single campaign and a single budget, and there is no limit on how many spaces you add.
No. Publicit is Publicit Global S.L., an independent company founded in Barcelona in January 2025. It has no relationship with Publicis Groupe or with Publicitas AG.
Start a CTV campaign
Create an account with a work email, search the CTV inventory available in your market and build a media plan. New advertisers get a 100 euro discount applied to their first campaign payment.
Publicit Global S.L., Barcelona. Registered IAB Europe TCF v2.2 vendor.