Building the exchange television deserves
CTV and addressable linear are reshaping how brands reach households — but too many teams still duct-tape broadcast ad servers to web DSPs. LtvAdx is the exchange layer built for the big screen from day one.
<10ms
VAST latency P95
25
KB sections
7-tier
HouseholdID graph
5
Stakeholder portals
Our mission
The big screen deserves purpose-built infrastructure
For a decade, the industry bolted web ad technology onto television. VAST tags appended to page trackers. Frequency caps per cookie, not per household. Reporting that never matched how campaigns were planned. LtvAdx was built to fix that — not as another SSP integration, but as a ground-up exchange where CTV economics are the first-class design constraint.
For Publishers
Every avail is revenue-critical infrastructure
A missed SCTE-35 cue is not a banner refresh — it is a black screen during a live game. We treat ad pods like the broadcast-grade infrastructure they are: reliable, observable, and financially accountable.
For Advertisers
Households, not cookies
CTV never had cookies. We built HouseholdID from the ground up so frequency caps are real, reach is deduplicated, and attribution reflects how TV actually influences purchase decisions.
For the industry
Open standards, not lock-in
VAST 4.2, VMAP, OpenRTB 2.6, TCF 2.2 — standards that predate LtvAdx and will outlast it. We contribute back and document everything so the ecosystem grows with us.
Values
What we believe
These values guide every product decision, support conversation, and line of code we ship.
Publisher-first
Every product decision starts with: does this give publishers more control, more revenue, or less operational friction? We believe publishers should own their economics.
TV-native by design
We build for television's constraints — pod structure, live breaks, SSAI timing, and household frequency — not repurposed web banner technology.
Privacy by default
HouseholdID and hashed identifiers with TCF 2.2 and CCPA compliance — no cross-site cookie sync. Privacy-respecting from day one.
Radical transparency
Flat-fee pricing with no revenue share ambiguity, clear impression counting, and honest VCR reporting. Our interests are aligned with yours.
Open standards
OpenRTB 2.6, VAST 4.2, VMAP 1.0.1, and documented REST APIs. We build on open specifications so your integrations work across the entire ecosystem.
Developer respect
Excellent API docs, sandbox environments, OpenAPI specs, and a team that takes technical questions seriously. Developers are first-class users here.
How we work
Our operating principles
01
Build in public
We share our roadmap, publish our API schema as OpenAPI specs, and document our architecture decisions. No black boxes.
02
Listen to operators
Every major product decision starts with conversations with publishers, operators, and traders. We don't build features in a vacuum.
03
Ship, measure, improve
We move fast and measure everything. If a feature isn't working for publishers, we fix or remove it — not hide it behind a toggle.
How we build
Founder-built, standards-first
LtvAdx was built by practitioners who grew frustrated that every "CTV ad server" was really a repurposed display stack with a VAST adapter bolted on. The entire platform — ad server, SSAI engine, OpenRTB exchange, HouseholdID identity graph, and ML scoring pipeline — was built from the ground up, with CTV economics as the first-class design constraint.
Full-stack ownership
One engineering team owns the entire signal path from SCTE-35 cue detection to VAST 4.2 response delivery. No third-party ad server wrapped in an opaque integration.
Open by default
OpenRTB 2.6, VAST 4.2, VMAP 1.0.1, TCF 2.2, schain — documented publicly with an OpenAPI spec so you can verify every claim before you integrate.
Design partner model
We build alongside early publisher, advertiser, and operator partners. If you want direct access to the roadmap and engineering team, apply for a design partner slot.
Start trading TV
Build the future of programmatic TV
From FAST startups to national operators — LtvAdx gives you exchange infrastructure purpose-built for the big screen.
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VAST decision latency
p99 under 15ms — product specification
7-tier
HouseholdID graph tiers
UID2 · PPID · ADID · DeviceID · ACR · IP/24 · fingerprint
Illustrative platform metrics · System status