Self-serve CTV advertising platforms in Europe (2026), compared
Where you can buy connected TV advertising yourself, without an agency, country by country: what each platform sells, how you buy and what it publishes about its minimum. Facts checked on each platform's own pages on 7 October 2026.
Publicit is one of the platforms compared. Each row states its source, including ours.
A self-serve CTV advertising platform lets a business buy ads on connected TVs and streaming apps from a dashboard, without an agency or a sales call. In Europe in 2026 the options fall into three groups. Broadcaster ad managers sell one group's TV: Universal Ads in the UK for ITV, Channel 4 and Sky with a published £0 minimum, TF1 Ad Manager in France from €1,000 on TF1+, Mediaset AdManager in Spain and Italy with no published minimum, and TV4 Media Manager in Sweden. Big tech platforms sell their own streaming: YouTube on TV screens through Google Ads with no minimum commitment, and Prime Video ads in eight European countries through Amazon, which recommends $10,000 per self-service campaign. Marketplaces such as Publicit sell several publishers in one campaign, here from €500. The best-known US platforms, Vibe, Roku Ads Manager, MNTN and tvScientific, publish US targeting only.
What is a self-serve CTV advertising platform?
A self-serve CTV advertising platform is software where an advertiser creates the account, sets the budget and audience, uploads the video and launches a campaign on connected TVs without a salesperson. It differs from the traditional way of buying TV, through a media agency or a broadcaster's sales team, in three ways: the price is shown or bid in the dashboard, usually as a CPM (cost per thousand impressions); the minimum is far lower; and the campaign can go live in days instead of weeks. Some platforms are self-serve only on paper: they ask for a sales call first, accept only companies, or sell through partners. The table below says which is which.
Self-serve CTV platforms in Europe, side by side
One row per platform, with what each one publishes. "Not published" means the platform's own pages do not give the figure, not that there is none.
| Platform | Where in Europe | TV it sells | How you buy | Published minimum |
|---|---|---|---|---|
| Publicit | Wherever publishers list spaces; the TV platforms on this site are listed for Spain | 15 CTV platforms incl. Prime Video, Atresplayer, Mediaset Infinity, Pluto TV, Samsung TV Plus; plus outdoor | Self-serve; pay when the publisher approves, held in escrow | €500 per campaign, €50 a day |
| Universal Ads | UK | ITV, Channel 4 and Sky sales houses (on-demand and streaming announced) | Self-serve, no agency | £0 |
| TF1 Ad Manager | France | TF1+ and TF1 group channels | Self-serve | From €1,000 (TF1+ geo-targeted); €3,000 to 5,000 recommended for wider plans |
| M6 Ad Manager | France | M6+ | Self-serve, being rolled out | From €1,000 |
| Mediaset España AdManager | Spain | Mediaset HbbTV channels and Mediaset Infinity (L-Shape image, 15 s) | Form and consultant meeting first; companies only | Not published |
| Mediaset AdManager | Italy | Mediaset linear (L-frame) and Mediaset Infinity video | Request access, then self-serve | Not published |
| Sky AdSmart | UK; Ireland | Sky (and Virgin in the UK) addressable TV | Enquiry form | UK from £3,000; Ireland €4,500 |
| TV4 Media Manager | Sweden | TV4 channels and TV4 Play | Self-serve 24/7; card or invoice | Not published |
| RTL AdAlliance AdManager | Several European markets (not listed) | Total video incl. streaming | Self-serve, paid by invoice | Not published |
| YouTube via Google Ads | No country limit stated; Google TV network in 14 European countries | YouTube on TV screens; Google TV home screen | Self-serve | No minimum spending commitment |
| Amazon Ads (Prime Video) | AT, DE, ES, FR, IT, NL, SE, UK | Prime Video and Amazon streaming | Self-service or managed service | $10,000 recommended (self-service); $50,000 (managed) |
| Roku Ads Manager | UK page exists; targeting documented for the US only | Roku (US) | Self-serve | $500 per campaign |
| Vibe | Targeting documented for the US only | 500+ streaming apps (US) | Self-serve | From $50 a day (pricing page) |
| MNTN, tvScientific | None published (US) | US streaming | Self-serve | Not checked |
Amazon's own page also says streaming TV ads have "no minimum spend requirement", in a sentence about US brands; the $10,000 is what it recommends per self-service campaign. Currencies as published.
Broadcaster ad managers, country by country
European broadcasters have opened their own self-serve tools since 2024. Each sells only its group's TV, but it is the direct route to that inventory.
- United Kingdom: Universal Ads. Comcast's self-service platform, live in the UK since 23 June 2026 with ITV, Channel 4 and Sky, lets one campaign run across the three sales houses. It publishes a £0 minimum, claims more than 35 million reachable UK households and says ads can air within 24 hours of signing up. Whether UK linear TV is included is not stated; pre-launch coverage spoke of on-demand and streaming.
- United Kingdom: Sky AdSmart. Addressable TV on Sky and Virgin homes from £3,000, paying only for ads watched to at least 75%, with postcode targeting. It is booked through an enquiry form rather than a dashboard.
- France: TF1 Ad Manager. Open to any company, with campaigns on TF1+ and TF1 group channels. TF1 publishes a first tier from €1,000 for a geo-targeted TF1+ campaign and recommends €3,000 to €5,000 for national or TV-channel plans, priced by CPM on TF1+ and targeted down to city or catchment area.
- France: M6 Ad Manager. M6 Unlimited says it is rolling out a self-serve tool for small businesses with campaigns on M6+ from €1,000.
- Spain: Mediaset España AdManager. Launched on 10 June 2026 for Mediaset's HbbTV channels and Mediaset Infinity, with a single 15-second L-Shape image format. It is for companies only, starts with a consultant meeting or webinar, and publishes neither price nor minimum. Full details: Mediaset AdManager: pricing, how it works and alternatives.
- Italy: Mediaset AdManager. The original version adds full-screen video on Mediaset Infinity to the linear L-frame; it does not publish a minimum and is paid by bank transfer.
- Sweden: TV4 Media Manager. Self-serve around the clock on TV4's channels and TV4 Play, paid by card or invoice, with 26 regional areas and the cost per thousand contacts shown when booking.
- Pan-European: RTL AdAlliance AdManager. A self-service tool for video across several European markets, paid by invoice and aimed mainly at international buyers; its countries and minimum are not on the public page.
YouTube and Amazon: the big platforms on the TV screen
Google Ads lets any advertiser target YouTube video campaigns at TV screens (smart TVs, consoles and streaming devices), and its Google TV network adds the Google TV home screen in 28 countries, 14 of them in Europe. Google states there is no minimum spending commitment, and you pay per impression or per view. The inventory is YouTube and Google TV only, not broadcasters or other streaming apps.
Amazon sells Prime Video ads in Austria, Germany, Spain, France, Italy, the Netherlands, Sweden and the UK, to businesses whether or not they sell on Amazon, through self-service or managed packages. Its UK page recommends a $10,000 minimum per self-service campaign and requires $50,000 for managed service.
Are Vibe, MNTN, Roku Ads Manager or tvScientific available in Europe?
Not as published on 7 October 2026. Vibe's help centre documents location targeting for US states, metros, cities and ZIP codes only. Roku has a UK page for Ads Manager, but its targeting help covers the United States only and requires a $500 budget per campaign. MNTN's annual report says it operates entirely within the United States, and tvScientific describes its reach as 93% of US households. They are the platforms most "best CTV platform" lists name, so it is worth checking the country before signing up.
How to choose a self-serve CTV platform
- Your country first. Most broadcaster tools sell only their home market, and the best-known US platforms publish US targeting only.
- The TV you want to be on. A broadcaster tool reaches that group's channels; Google and Amazon reach their own streaming; a marketplace combines several publishers in one campaign.
- The format. A full video spot is not the same as an image framing the programme, which is what Mediaset's Spanish tool sells.
- Whether the minimum is published. A published minimum and a price you can see before paying let you plan; "accessible plans" after a meeting do not.
- Local targeting. For a business that sells in one city, check whether the platform targets by city or postcode in your country, not just in the US.
- How you pay. Card in the dashboard, invoice, or bank transfer after a call: it tells you how self-serve the platform really is.
Where Publicit fits
Publicit is a Barcelona marketplace: instead of one broadcaster's inventory, it lists spaces from several publishers, today 15 connected TV platforms including Prime Video, Atresplayer, Mediaset Infinity, Pluto TV and Samsung TV Plus, plus billboards, bus shelters and digital screens. Each publisher sets its price on the listing and Publicit adds a 10% fee and VAT; a campaign starts at €500 in total and €50 a day, can be limited by postcode, and is only charged when the publisher approves the ad, with the payment held in escrow until it runs.
It is not the right tool for every case: to be on ITV or TF1 you need their own platforms, and if your ad already works on YouTube, Google Ads takes it to the TV screen with the same account.
Frequently asked questions
Software where an advertiser creates the account, sets the budget and audience, uploads the video and launches ads on connected TVs and streaming apps without an agency or a salesperson, usually paying by CPM.
Broadcaster ad managers such as Universal Ads (UK), TF1 Ad Manager and M6 Ad Manager (France), Mediaset AdManager (Spain and Italy), TV4 Media Manager (Sweden) and RTL AdAlliance AdManager; YouTube on TV screens through Google Ads; Amazon Prime Video ads in eight European countries; and marketplaces such as Publicit.
Universal Ads UK publishes a £0 minimum and Google Ads states no minimum spending commitment for YouTube on TV screens. Publicit starts at €500 per campaign, TF1 Ad Manager at €1,000 on TF1+, and Amazon recommends $10,000 per self-service Prime Video campaign.
Yes. Broadcaster tools, Google Ads and marketplaces such as Publicit are all self-serve. Check that the platform sells in your country and targets your city, and whether you see the price before paying.
Not as published on 7 October 2026: Vibe documents US location targeting only, and MNTN's annual report says it operates entirely within the United States.
Through Amazon Ads, which sells Prime Video ads in Austria, Germany, Spain, France, Italy, the Netherlands, Sweden and the UK with self-service or managed packages, or, in Spain, through Publicit, which lists Prime Video spaces from €500 per campaign.
Sources
Every figure comes from the platform's own page or press release, checked on 7 October 2026. Reach figures are each company's own claims.
- Universal Ads UK (accessed or published 07-10-2026)
- ITV press release: Universal Ads launches in the UK with Channel 4, ITV and Sky (accessed or published 23-06-2026)
- TF1 PUB: quel est le prix d'une pub TV ? (accessed or published 07-10-2026)
- M6 Unlimited: CGV vidéo 2027 (M6 Ad Manager) (accessed or published 22-09-2026)
- Mediaset España AdManager: FAQ (accessed or published 07-10-2026)
- Mediaset AdManager Italia: FAQ (accessed or published 07-10-2026)
- AdSmart from Sky (UK): affordable and accountable (accessed or published 07-10-2026)
- AdSmart from Sky (Ireland): FAQs (accessed or published 07-10-2026)
- TV4 Media Manager: FAQ (accessed or published 07-10-2026)
- RTL AdAlliance AdManager (accessed or published 07-10-2026)
- Google Ads Help: about device targeting (TV screens) (accessed or published 07-10-2026)
- Google Ads Help: Google TV network (accessed or published 07-10-2026)
- Google Ads Help: Google Ads definition (no minimum spending commitment) (accessed or published 07-10-2026)
- Amazon Ads: Prime Video ads (countries) (accessed or published 07-10-2026)
- Amazon Ads: streaming TV ads (minimums) (accessed or published 07-10-2026)
- Roku Ads Manager Help: location targeting (accessed or published 07-10-2026)
- Roku Ads Manager Help: campaign budget (accessed or published 07-10-2026)
- Vibe Help: campaign targeting (accessed or published 07-10-2026)
- Vibe: pricing (accessed or published 07-10-2026)
- MNTN annual report (Form 10-K, FY2025) (accessed or published FY2025)
- tvScientific: inventory (accessed or published 07-10-2026)
See Publicit's connected TV spaces and their prices
It is free and commits you to nothing: pick a city and a platform, and compare each space's price with the platforms on this page.
Publicit Global S.L., Barcelona. Third-party facts checked on 7 October 2026. All product names are trademarks of their owners; Publicit is not affiliated with them.