Meta eyes CTV expansion to fuel its next wave of ad growth

Tipped to become the largest advertising company in the industry in 2026, Meta is quietly laying the groundwork for a move into CTV advertising, according to multiple sources familiar with the discussions. While the exact nature of its intentions remains unclear, such a move would extend its performance advertising offering onto the biggest screen in the home. Digiday sources, all of whom requested anonymity to maintain relationships, say Meta has held a series of exploratory meetings since early 2025 with supply-side players, including Magnite and Comcast-owned FreeWheel — both of whom own two of the most prominent video ad servers on the market — as well as TV manufacturers, or “OEMs,” and publishers, to assess how it could access CTV inventory at scale. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.