Streaming platforms have become more accessible, but not every placement works the same way. Some platforms allow advertisers to launch campaigns without a sales rep or third party, while others still rely on the traditional broadcast buying model. Even on self-serve platforms, inventory can extend beyond what most people think of as “streaming TV,” so it’s important to understand where your ads will actually appear before launching a campaign.

Streaming Platforms with Self-Service Ad Managers

These platforms give you direct access when you create an account. You control the setup, the targeting, the budget, and the schedule, without waiting on a sales representative or going through a third-party.

Disney Campaign Manager

Platforms: Hulu, Disney+, ESPN

Disney Campaign Manager serves as a single portal for advertising on Hulu, Disney+, and ESPN. However, due to different subscription models, inventory is split into two categories.

• Hulu & Disney+: These can be bundled together or targeted individually in a single campaign.
• ESPN: This requires a separate, standalone campaign.

So, to reach audiences across all three apps, you will need to set up two parallel campaigns. One for Hulu & Disney+, and one for ESPN. Disney Campaign Manager has a $500 minimum campaign spend.

Paramount Ads Manager

Platforms: Paramount+, Pluto TV, TV Everywhere

Paramount Ads Manager gives advertisers direct access to Paramount+ content, Pluto TV, and TV Everywhere (which includes platforms like Samsung TV+, Comcast Xfinity, DirecTV, AT&T TV, Dish Network, and others cable-like subscriptions). Campaigns have three spend tiers:

• Core: Minimum total campaign spend $150. Includes Pluto TV and TV Everywhere placements only. No Paramount+ placements.
• Expanded: Minimum total campaign spend $5,000. Adds select Paramount+ library access on top of Core placements.
• Full: Minimum total campaign spend $10,000. Everything in Expanded, plus the full Paramount+ library. This includes Paramount Sports, Originals, and Current Seasons on Paramount Plus.

Budget requirements are for the total campaign rather than a monthly minimum, giving flexibility to spread spend over multiple months or concentrate it in a single month. Make sure you review your spend & placement options carefully to ensure you are showing ads where you intend to.

Roku Ads Manager

Platforms: Roku Homepage, Roku Streaming Content

Roku Ads Manager gives advertisers direct access to the Roku ecosystem. You can choose to run campaigns only on Roku, which includes the Roku homepage and Roku’s native streaming content, giving you clear control over where your ads appear.

There is also an “Other Streaming Apps” toggle that expands delivery to include dozens of additional apps and channels. These do include Disney+, Hulu, Paramount+, Peacock, ESPN, but also include many other smaller or niche channels across entertainment, sports, news, music, lifestyle, and more. While this can dramatically increase reach, you lose control over individual placements, as you can only select broad categories or genres, and not specific apps from that list. Roku Ads Manager has a $500 minimum campaign spend.

Amazon Ads

Platforms: Prime Video, Fire TV, Twitch, Amazon Publisher Direct

Amazon Sponsored TV provides access to Fire TV, Freevee, Prime Video, Twitch, and additional third-party streaming apps through Amazon Publisher Direct. Advertisers cannot currently exclude individual third-party publishers, meaning your spend will be distributed across a broad mix of environments.

Some notable publishers include: A&E Networks, AMC, Bloomberg, CW, Crunchyroll, DirecTV, Warner Bros Discovery, Paramount Global, Plex, and Rakuten. While this gives wide reach, advertisers looking for precise placement control may find it less ideal. This platform does offer one of the lowest barriers to entry for streaming ads, making it an option for small businesses or test campaigns. Amazon Ads has a low minimum campaign spend of $20.

Google Ads

Platforms: YouTube, Google TV, Google Display Partners

Google Ads lets advertisers run video campaigns on YouTube with placement control. To show your ads only on YouTube, select only YouTube in the Networks section and deselect Google video partners, which is checked by default. This ensures your ads appear exclusively on YouTube videos, channels, and the YouTube homepage.

You can also take it a step further by targeting connected TV devices, so your ads appear on YouTube TV streaming. This gives flexibility to reach viewers on traditional screens without relying on other partner sites or apps. There is no minimum spend to run a YouTube campaign.

Platforms That Still Require Sales Contact

Not all streaming platforms offer self-serve advertising. Some major players still require working directly with their sales teams or approved partners:

• Netflix: Advertising is handled exclusively through direct sales or approved buying partners. There is no open self-serve platform for independent campaign management.

• Max: Ads are managed through Warner Bros Discovery’s sales organization. Campaigns must be built in collaboration with their team.

• Peacock: Campaigns require working with NBCUniversal’s sales team or an approved partner, with no instant account setup available.

While these platforms can deliver premium reach and engagement, they are better suited for advertisers with larger budgets or teams that are able to navigate direct sales relationships.

Quick Reference

Self-serve streaming ads make it easier for small businesses to run and control campaigns. Each platform, including Disney, Paramount, Roku, Amazon, and Google, has different options and ways to reach audiences. Understanding these differences helps you spend smarter and get better results.

Working with a small agency like Innovative Tomato can make it even easier to create campaigns, manage your spend, and make sure your ads run where they will have the most impact.