Starling has launched a new supply-side platform (SSP) for connected TV, aiming to improve transparency and audience signal quality for advertisers and publishers. The company is backed by MBL Partners and has announced an initial partnership with publisher Xumo.
The launch of this platform addresses a critical technical debt in streaming where billions in ad spend flow through repurposed web-based systems. By prioritizing program-level intelligence, Starling allows publishers like Xumo to capture higher value for premium inventory that was previously commoditized by weak audience signals. This move signals a shift toward specialized CTV stacks that mirror traditional TV's transparency while maintaining digital's targeting capabilities. As the market matures, the success of this model will depend on whether it can effectively compete with established giants like Magnite. Watch for Starling to announce additional Tier-1 publisher integrations to prove its scale beyond the initial Xumo partnership.
Starling has launched a new supply-side platform (SSP) designed to address fragmentation and opaque reporting in the streaming market. By providing granular program-level intelligence, the platform helps publishers like Xumo capture higher value for premium inventory, signaling a shift toward specialized CTV stacks that prioritize transparency and precise audience targeting.
The platform aims to address market fragmentation and opaque reporting by surfacing granular program-level intelligence and audience signals that are often lost in legacy digital advertising systems.
Xumo is the initial publisher partner, working with Starling to provide advertisers with increased scale and accountability.
MBL Partners provided the private investment backing to develop the technology specifically for the premium video market.
The leadership team consists of former executives from Magnite and Nexstar Media Group, who are focused on driving technical and revenue growth.
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